INFLUENCE OF ADVERTISING ON THE SALE OF

SHOPPING GOODS IN BAYELSA STATE

BY

GEORGE, COMFORT .C.

PG/M.ED/07/42834

DEPARTMENT OF VOCATIONAL TEACHER

EDUCATION, BUSINESS EDUCATION UNIT,
UNIVERSITY OF NIGERIA, NSUKKA

OCTOBER 2010
 TITLE PAGE

INFLUENCE OF ADVERTISING ON THE SALE OF

SHOPPING GOODS IN BAYELSA STATE

A RESEARCH PROJECT PRESENTED TO THE DEPARTMENT

VOCATIONAL TEACHER EDUCATION, UNIVERSITY OF
NIGERIA, NSUKKA IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTERS DEGREE
IN BUSINESS EDUCATION

BY

GEORGE, COMFORT .C.

PG/M.ED/07/42834

OCTOBER 2010.

i
 APPROVAL PAGE

This thesis has been approved for the Department of Vocational

Teacher Education, University of Nigeria, Nsukka.

--------------------------------- --------------------------------
PROJECT SUPERVISOR HEAD OF DEPARTMENT
PROF. E.C. OSUALA PROF.E.E.AGOMUO

----------------------------------- ----------------------------------
DEAN,FACULTY OF EDUCATION EXTERNAL EXAMINER
PROF.S.A.EZEUDU

ii
 CERTIFICATION

GEORGE, COMFORT .C, a postgraduate student in the Department of

Vocational Teacher Education, with registration number PG/M.ED/42834, has
satisfactorily completed the requirements for course and research work for the
degree of Masters of Education in Business Education. The work embodied in
this thesis is original and has not been submitted in parts or in full for any
diploma or degree of this or any other university.

--------------------------------- ------------------------------------
STUDENT SUPERVISOR
GEORGE, COMFORT .C. PROF.E.C.OSUALA

iii
 DEDICATION

THIS THESIS IS DEDICATED TO MY PARENTS

MR & MRS U.E. GEORGE

iv
 ACKNOWLEDGMENTS

I wish to express my profound gratitude and appreciation to Prof. E.C.

Osuala my project supervisor, whose very kind guidance and direction made
this work possible. I am also grateful to my head of department, Dr A.C.
Egumu who supported me in several ways in the course of the study. I also
appreciate the contributions of all my friends and family members especially
Chidiebere, Dominic, Mr Bello, Bode who saw to the success of this
programme. My sincere thanks goes to the management of Niger Delta
University Wilberforce Island Bayelsa State, who allowed me to come for this
programme and as well sponsored it. I am thankful to my fiancé for his
wonderful support and understanding. Above all, I am grateful to God
Almighty, who granted me life, health and protection during the course of this
work.

v
 TABLE OF CONTENTS
Title page ------------------------------------------------------------------------- i
Approval -------------------------------------------------------------------------- ii
Certification -------------------------------------------------------------------- iii
Dedication ----------------------------------------------------------------------- iv
Acknowledgement ------------------------------------------------------------- v
Table of Contents --------------------------------------------------------------- vi
List of Tables -------------------------------------------------------------------- ix
Abstract ---------------------------------------------------------------------- x

CHAPTER I: INTRODUCTION
Background of the Study ------------------------------------------------------ 1
Statement of Problem ---------------------------------------------------------- 6
Purpose of the Study ----------------------------------------------------------- 8
Hypotheses ---------------------------------------------------------------------- 9
Significance of the Study ----------------------------------------------------- 10
Delimitation of the Study ------------------------------------------------------ 10

CHAPTER II: REVIEW OF RELATED LITERATURE

Conceptual framework -------------------------------------------------------- 11
Theoretical framework -------------------------------------------------------- 22
Influence of advertising on the sale of men’s wears ---------------------- 32
Influence of Advertising on the sale of Women’s wears ---------------- 42
Influence of Advertising on the sale of Jewelry --------------------------- 55
Influence of Advertising on the Sale of Television ---------------------- 59
Related Empirical Studies ----------------------------------------------------- 63
Summary of Related Literature ----------------------------------------------- 67

vi
CHAPTER III: METHODOLOGY
Design of the Study ------------------------------------------------------------ 71
Areas of the Study -------------------------------------------------------------- 71
Population of the Study -------------------------------------------------------- 72
Instrument of Data Collection ------------------------------------------------ 73
Validation of the Instrument ------------------------------------------------- 74
Reliability of the Instrument ------------------------------------------------- 75
Method of Data Collection --------------------------------------------------- 75
Techniques for Data Analysis ------------------------------------------------ 75
Decision Rule -------------------------------------------------------------------- 76

CHAPTER IV: ANALYSIS AND PRESENTATION OF DATA

Research Question I ------------------------------------------------------------ 77
Research Question 2 ------------------------------------------------------------ 79
Research Question 3 ------------------------------------------------------------ 83
Research Question 4 ------------------------------------------------------------ 86
Hypotheses Testing ------------------------------------------------------------ 90
Major Findings ------------------------------------------------------------------ 94
Hypotheses ---------------------------------------------------------------------- 96
Discussion of Findings -------------------------------------------------------- 97
Hypothesis I ---------------------------------------------------------------------- 99

CHAPTER V: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

Re-statement of Problem ------------------------------------------------------ 101
Summary of Procedures Used ------------------------------------------------ 103
Summary of Findings ---------------------------------------------------------- 104
Implications for Marketing Education -------------------------------------- 106
Conclusions ---------------------------------------------------------------------- 107

vii
Recommendations -------------------------------------------------------------- 107
Suggestions for Further Study ------------------------------------------------ 108
References ----------------------------------------------------------------------- 109
Appendices
Appendix I: Request for validation of a research instrument ---------- 115
Appendix II: Request for completion of questionnaire ------------------ 116
Appendix III: Questionnaire on influence of advertising .................... 117
on the sale of shopping goods in Bayelsa State
appendix IV: Item Analysis of Proprietors of shopping ....................... 125
Goods in Bayeksa State .
Appendix V: Item Analysis of Youth proprietors of ........................... 126
Shopping Goods
Appendix VI: Item Analysis of Adult Proprietors of .......................... 127
Shopping Goods.
Appendix VII: Item Analysis of Male Proprietors ............................... 128
of Shopping Goods
Appendix VIII: Item Analysis of Female proprietors .......................... 129
of Shopping Goods
Appendix IX: Item Analysis of Rural Proprietors ............................... 130
of Shopping Goods
Appendix X: Item Analysis of Urban Proprietors ................................ 131
of Shopping Goods
Appendix XI: Item Analysis of Retailers Proprietors .......................... 132
of Shopping Goods
Appendix XII: Item Analysis of Wholesalers Proprietors ................... 133
of Shopping Goods

viii
 LIST OF TABLES

Table 1: Population distribution of registered proprietors -------------- 73

Table 2: Means responses on the extent of influence of advertising on
the sale of men’s wears --------------------------------------------- 77
Table 3: means responses on the extent of influence of advertising on the
sale of women’s wears ----------------------------------------------- 80
Table 4: Means responses on the extent of influence of advertising on the
sale of jewelry ----------------------------------------------------- 83
Table 5: Means responses on the extent of influence of advertising on
the sale of television ----------------------------------------------- 86
Table 6: The t-test result of the means responses of proprietors of
shopping goods on the influence of advertising on the sale of
shopping goods in Bayelsa state ------------------------------- 90
Table 7: t-test result of the mean responses of male and female proprietors
on the influence of advertising on the sale of shopping good in
Bayelsa State. -------------------------------------------------------- 91
Table 8: t-test result of the mean responses of urban and rural proprietors
on the influence of advertising on the sale of shopping goods in
Bayelsa State--------------------------------------------------------- 92
Table 9: t-test result of the mean responses of retailers and
wholesalers proprietors on the influence of advertising on
the sale of shopping goods in Bayelsa State. -------------------- 93

ix
 ABSTRACT

The major purpose of the study was to determine the extent to which
advertising influences the sale of shopping goods in Bayelsa-state. The study
answered four research questions and tested four hypotheses at 0.05 level of
significance. The population of the study consisted of 145 proprietors of
shopping goods in Bayelsa state. The entire population was studied, hence no
sample was taken. Structured questionnaire consisting of 40 items was
developed and used for data collection. The instrument was face-validated by
three experts, two from university of Nigeria Nsukka while the other was from
University of Nigeria, Enugu campus. Crombach Alpha method of establishing
reliability was used to determine the internal consistency of the instrument and
this yielded a reliability coefficient of 0.75. A total of 145 copies of the
questionnaire was distributed to respondents by the researcher and two
research assistants. The data collected were analyzed using mean score while
t- test statistic was used to test the four null hypotheses at 0.05 level of
significance .The findings of the study revealed that the use of various
advertising media and display of shopping goods in strategic areas in the shop
influences consumers to buy. Based on the findings of the study and
conclusions drawn, the researcher recommended that proprietors of shopping
goods should always carry out proper timing when advertising their products.

x
 CHAPTER I

INTRODUCTION

Background of the Study

The most widely accepted definition of advertising is the one developed

by the American Marketing Association (AMA) in Osuala (1987), as any form

of non personal presentation of goods, services or idea for action, openly paid

for by an identified sponsor. However, several authors have defined the term

advertising. Jonathan (1995) defined advertising as the use of television or

other media in presenting goods, services or ideas to the public. He explained

that advertising seeks to create awareness and draw attention of the intended

target customers. Marcus in Okwandu and Ekerete (2007) defined advertising

as non personal multiple presentation to the market or public of goods, services

or commercial ideas by unidentified sponsor who pays for the developing of

his message(s) to the carrier. The most current definition was given by Kotler

(2006), who defined advertising as any paid form of non-personal presentation

and promotion of goods services or ideas by an identified sponsor. Kotler

explained that advertising can be a cost effective way to disseminate messages

whether to build a brand preference or educate people. This therefore suggests

that the aim of advertising is to provide public service because it gives

information about the product and the job of selling. A product refers to any

thing that can be offered to a market for attention, acquisition, use or

1
consumption that might satisfy a want or need. It includes physical objects,

services, persons, places, organizations and ideas. (Kotler, 2006). Advertising

involves delivering of paid promotional messages to a number of potential

consumer through public communication medium such as television, radio,

magazines, billboards, or public address system (Williams, 2006). Williams

stated that advertising aim at influencing the minds of the consumers as well as

motivating them to buy the advertised products.

Influence refers to the power to affect somebody’s actions and character

especially by providing example to follow (Jonathan, 1995). This means

convincing others that the suggestion will benefit them. For example, the

advertisement of “next men’s designers shoes gives the impression that

individuals can wear it confidently even during raining seasons. This seeks to

influence viewers towards accepting the suggestion. Frequent advertising of

men’s clothing, ladies bags, etc may influence potential consumers to buy the

products. This will in turn affect the volume of sales of the products.

Sales refer to the process of deciding what personal selling functions are

to be performed within the context of the overall promotional mix (Osuala,

1998). When a product is advertised frequently, consumers’ response will

indicate whether the intended meaning was received (Okwandu & Ekerete,

2001). It is expected that some responses which could be either positive or

negative will be indicated. The consumer may buy the products or refuse to

2
buy. If consumers buy, sales will increase, but if they do not, sales may

decrease.

A shop is an establishment where local or imported goods or services are

sold, while a store is a large building in which goods are kept so that they can

be used or sold later (Bullon, 2003). A shop can be located inside a store,

though some of the authors use shop and store interchangeably. Shopping is the

examining of goods or services from retailer with the intent to purchase at that

time (Bone, Lovis, Kurty, 1992). Advertising of different sizes, colours, shapes,

qualities of shopping goods such as television, men’s suits, ladies shoes and

bags may influence consumers to buy the products.

Shopping goods are those products which consumers purchase only after

comparing quality, price, style, colour and size (Kotler, 2003). Examples of

shopping goods are men’s packet shirts, women’s clothing’s, jewelry, men’s

suits, televisions, men’s shoes, ladies’ bags and others.

Men’s packet shirts are piece of clothing wrapped and sealed in a

container which is worn by men on the upper part of the body, made of light

cloth like cotton and usually having a collar and buttons at the front (Procter,

2005). Most advertising intend to stimulate the consumer to buy the products.

For example the advertisement of “next men’s shirt or workshop men’s shirt”

on television will create awareness of the existence of such products in some

3
shops. As a result, consumer may want to buy the advertised shirt thereby

increasing the sales of such shirts.

Many firms advertise their brand names to enhance sale (Osuala, 1998).

Similarly, producers advertise numerous general products such as women’s

clothing, bags, shoes to increase sales of general products category (Kotler,

2003). Women’s clothing are materials such as dresses and trousers the female

wear to cover or protect or decorate their body (Bullon, 2003). Many

advertising messages are directed to new product, new model as well as

modification of old models. Anyanwu (2005) explained that whenever a

producer wants to acquaint a mass market with a new product, the producer

uses advertising in order to get the attention of the consumers very quickly.

Also sellers of shopping goods display their products stylishly and glamorously

in their shops in order to draw the attention of the consumer to the products.

For instance, the seller display women gown(s) in a showcase that is beautify

with shinning light. The consumer attention may be drawn to such dress or

cloth as a result of the light.

Jewelry are decorative objects worn on the clothes or body which are

usually made from valuable metals such as gold, silver and precious stones

(Procter, 2005). Some advertising campaign try to induce consumers to use the

products for multiple functions. For example when different sizes, colours,

qualities of jewelry are kept inside attractive box or placed in strategic area in a

4
shop, consumers may be attracted to such products because of the styles with

which such products are displayed. The consumer may want to buy as many as

possible so that she can use it for different occasions. By so doing, sales will

increase.

Men’s shoes refer to a pair of coverings for feet, usually made of a

strong materials such as leather, with a thick leather or plastic sole (Bullons,

2003). Ladies’ hand bags are soft containers made of paper or thin plastic or

other materials, usually with a handle in which the ladies carry personal things

or clothes they need for traveling (Procter, 2005). These products are displayed

in the shops to get consumer to think or react to them in a particular way

(Anyanwu, 2005). Attractive, beautiful and high quality shoes and bags are

always demonstrated stylishly in the shops. The advertised goods remind the

consumer of the sale of particular brand in a shop or store located within a

particular area. It may also remind the consumer of the quality of the product.

Television are box-like devices, with a screen which receive electrical

signals and change then into moving images and sound by electrical signals

(Bullons, 2003). George and Michael (2003) defined television as an electronic

device or equipment with a screen glass which shows broadcast and

programmes with moving pictures and sounds. Through advertising the

advertiser shows how technology has improved the sizes, designs , colour and

quality of the product (George, 2003). Sellers of television display different

5
sizes, designs, colours and qualities in a particular pattern so as to draw buyers

attention to the products as soon as he enters into the shop. Moreso, the quality

of the product normally motivate the consumer to buy, which may result in

increase of the sale.

Statement of Problem

The purpose of advertising is to create awareness of the products

advertised. In order to achieve this aim, producers frequently advertise their

products (Jonathan1995). Despite the advertising of shopping goods such as

men’s packet shirts, women’s clothing, jewelry, television etc, consumers’

attention is not always drawn to it, because consumers in Bayelsa State have

their areas of interest and the type of goods they buy. For example consumers

prefer to buy used product, because they have the impression that they last

longer and that those kind of products are not common. Also most of the

shopping goods in the shops always carry a price tag which makes it difficult

for the buyers to bargain. They prefer to buy by the road side or open market

where they can bargain.

Advertising seeks to build a brand preference or to educate people

(Kotler, 2006). On the order hand, consumers in Bayelsa State show less

interest in brand preference. Some consumers prefer to buy by the road side or

in the open market where they can bargain. Most consumers prefer to buy used

6
product than to buy quality products from the shop. In Bayelsa State, there is

little or no public communication media through which consumers are educated

about a product. Most consumers do not get information about shopping goods

that will be of benefit to them. for example when a promo or discount are given

for buying a product, some consumers who do not have access to television,

radio or public communication media might not be aware.

Shopping goods are those goods consumers purchase after comparing

quality, price, style, colour and size (Kotler, 2003). On the contrary, consumers

in Bayelsa State prefer to consider cost, transportation and nearness to the

market whenever they want to buy their products.

Osuala (1987) explained that sellers advertise numerous general

products, to increase sales of the products category. But consumers in Bayelsa

State consider advertised products that are sold in the shops to be very

expensive thereby prefer to buy in the open market.

Advertising based on sizes, colour, shapes, qualities of televisions may

influence consumers to buy, however consumers who do not watch TV

advertisement frequently will not be so influenced. Furthermore, many

consumers think it is a waste of time, those who do not have access to

television may not be influenced by such advertisement,

Though consumers in Bayelsa State consider factors such as cost,

income, transportation, nearness to market etc. However consumers who buy

7
original products will prefer to buy quality products from the shops. It is

important therefore to ascertain the influence of advertisement on the purchase

of shopping goods.

Purpose of the Study

The major purpose of this study is to determine the influence of advertising on

the sale of shopping goods in Bayelsa State. Specifically this study will

1. determine the influence of advertising on the sale of men’s wears in

Bayelsa State.

2. determine the influence of advertising on the sale of women’s wears

in Bayelsa State.

3. determine the influence of advertising on the sale of jewelry in

Bayelsa State

4. determine the influence of advertising on the sale of television in

Bayelsa State

Research Questions

The study will answer the following research questions.

1. To what extent does advertising influence the sale of men’s wears in

Bayelsa State?

2. To what extent does advertising influence the sale of women’s wears in

Bayelsa State?

8
 3. To what extent does advertising influence the sale of jewelry in Bayelsa

State?

4. To what extent does advertising influence the sale of televisions in

Bayelsa State?

Hypotheses

The following null hypotheses will be tested at 0.05 level of

significance.

HO1: There is no significant difference in the opinions of young and adult

proprietors on the influence of advertising on the sale of men’s wears in

Bayelsa State.

HO2: There is no significant difference in the opinions of male and female

proprietors on the influence of advertising on the sale of women’s wears

in Bayelsa State

HO3: There is no significant difference in the opinions of rural and urban

proprietors on the influence of advertising on the sale of jewelry in

Bayelsa State.

HO4: There is no significant difference in the opinions of retailer and

wholesaler proprietors on the influence of advertising on the sale of

television in Bayelsa State

9
Significance of the Study

The finding of this study would be of benefit to the business operators

most especially proprietors of shopping goods as it would create awareness of

the importance of advertising on the sale of their products.

The findings of this study would be of benefit to marketing students and

lecturers in tertiary institutions as they would have a broader understanding of

how advertising influence the sale of shopping goods.

The findings of this study would be of benefit to the Ministry of

Commerce and Information. It will give them an insight on the benefit of

advertising on the sale of shopping goods. It will also assist them on how to

organize training programmes for proprietors of small scale business.

The findings of the study would be of immense benefit to the media

organization as the knowledge gain from the findings would help them to be

innovative in their various approaches to advertising designs.

Finally the findings of this study would be a significant contribution to the

existing body of literature in the discipline.

Delimitation of the Study

This study is delimited to the proprietors and sellers of shopping goods

sold in Bayelsa State. The study excludes shopping goods that are advertised

but sold along the road, and open markets in Bayelsa State..

10
 CHAPTER II

REVIEW OF RELATED LITERATURE

This chapter reviewed the literature related to this study under the

following sub-headings;

1. Conceptual and theoretical framework

2. Influence of advertising on the sale of men’s wears.

3. Influence of advertising on the sale of women’s wears.

4. Influence of advertising on the sale of jewelry

5. Influence of advertising on the sale of television

6. Related empirical studies

7. Summary of related literature review

Conceptual Framework

Advertising is the non-personal communication of information, usually

paid for and persuasive in nature about products ( goods, services and ideas) by

an identified sponsor through various media (Aliede in Benson, 2005).

According to Kotler (2003), advertising is any paid form of non-personal

presentation and promotion of ideas, goods or services by an identified sponsor.

Chelmsford (2003) defined advertising as any written, electronic or printed

telephone messages or transmitted medium, including film strips, motion

pictures and ideas, published, disseminated, or placed before the public,

11
directly or indirectly, for the purpose of creating an interest or inducing a

person to sell a life insurance pursuant to a settlement contract.

Watson (1990), defined advertising as paid, non-personal

communication through various mass media by business firms, non profit

organization and individuals who are in some way identified in the message,

and who are to inform or persuade members of a particular audience. Gillian

(1997) also defined advertising in its simplest way, as a means of drawing

attention to something or non-formal method of informing somebody of

something. Arens (1996) viewed advertising as a non personal communication

of information usually paid for and identified with sponsor through various

media. Dyer (1998) stated that advertising is the structured and composed non-

personal communication of information usually paid for and usually persuasive

in nature about products (goods, services and ideas) by identified sponsor

through various media. The advertising practitioners council of Nigeria

(APCON) (1998) defined advertising as a form of communication through

mass media about product, services or idea paid for by an identified sponsor.

Furthermore, Stanton (1983), defined advertising as consisting of all the

activities involved in presenting to a group a non personal, oral or visual,

openly sponsored message regarding a product, service or idea. This message

called advertising is disseminated through one or more media. Some important

consideration should be noted in connection with this definition. First there is a

12
significant difference between advertising and advertisement. The

advertisement is the message itself, while advertising is a process. It is a

programme or a series of activities necessary to prepare the message and get it

to the intended consumers.

Advertisement on the other hand is directed to groups of people not

individuals. This is the more reason why it is not personal. Advertisement could

be segmented as it could be for youths, adult, married, unmarried, male, female,

retailers, wholesalers, rural and urban, educated and uneducated etc, members

of a given society. Most advertisement are persuasive so as to win or lure

consumers to patronize goods, services or ideas. Often times, it could be to

convince people about a particular product that will benefit them, while some

aim at providing information about the existence of a particular product,

services or ideas and where they can be purchased (Wikipedia, 2008).

Another point about advertising is that the public knows who is behind

the advertising because the sponsor is openly identified. Also payment is made

by the sponsor to the media that carry the message. The last two considerations

differentiate advertising from public relations. No payment is made even

though the purpose may be to improve image and increase sales (Kalu, 1998).

Stanton (1983), stated that the only purpose of advertising is to sell

something- a product, service or an idea. Stated another way, the real goal of

advertising is effective communication. The ultimate effect of advertising

13
should be to modify the attitude and/or behaviour of the receiver of the

message.

Osuala (1998) enumerated certain specific objectives of advertising

which include to increase the number of units of products, to counteract

competition from competitors, to increase the number of product uses, to

remind customers about products, to maintain brand loyalty, to build a positive

business image, to obtain dealer support and secure leads for assistance to

salespeople. Okwandu and Ekerete (2001) also stated objectives of advertising

as follows; increasing demand to the point where economics of scale are

achieved, to build “brand” in competitive mature market, to create product

awareness in the minds of the consumers and to increase profitability in a less

tangible way by creating good will for the firm as a whole and by raising the

moral of workers.

Kotler (2006) explained that advertising objectives can be classified

according to whether their aim is to inform, persuade, remind or reinforce.

Informative advertising aim to create brand awareness and knowledge of new

products. Persuasive advertising aim to create liking, preference, conviction,

and purchase of a product or service. Reminder advertising aim to stimulate

repeat purchase of product and services. For example, difference colours of

men’s packet shirts advertisement in a magazine(s) is intended to remind

people to purchase the shirts. Reinforcement advertising aims to convince

14
current purchasers that they made the right choice. Kotler emphased that in

developing an advertising program, marketing managers must always start by

identifying the target market and buyer motives. Then they can make the five

major decisions, known as “five Ms”. Mission: what are the advertising

objectives? Money; How much can be spent? Message; what message should

be sent? Media; what media should be used? Measurement; How should the

result be evaluated?

According to Osuala (1987), advertising directed at business may be

classified into four groups: trade advertising, industrial advertising, farm

advertising or advertising to professional buyers. According to him, trade

advertising is that advertising which is directed at wholesaler and retailers

urging them to buy the product for resale to their consumers. Industrial

advertising promotes goods that will be used in the operation of a business or

will become part of another product. Farm advertising is directed at those

engaged in agriculture stress, efficiency, low costs, profitability and similar

product attributes. Professional advertising is directed at a member of the

profession such as doctor, teacher or architects.

An advertising medium is any means of bringing an advertising message

to the public (Osuala 2000). Advertising media includes newspapers,

magazines, direct mail, television, radio, e-commerce, billboards, public

spaces, outdoor advertising etc. Osuala (1998) opined that newspapers are a

15
universal medium. Both rich and poor, old and young, men and women, read

newspaper. Because of the wide variety of interests of the readers, the

newspapers are best adopted to advertising goods and services that are in more

or less general use. Kotler (2006) explained that newspapers can provide much

detailed product information and can effectively communicate users and use

imagery. At the same time, the static nature of the visual image in newspapers

and magazines makes it difficult to provide dynamic presentations or

demonstrations. Daily newspapers are read by roughly three-fourth of the

population and tend to be used a lot for local-especially retailer advertising.

The great virtue of newspaper advertising is flexibility. Stores owners can

advertise products and carry out sales promotions, national companies can use

newspapers for test marketing, small firms can reach their limited customer

pool.(Osuala, 2000). News papers are also a good way of distributing coupons,

but they are not very intrusive. Many advertisement go unseen or unread even

by people who buy the paper. Stanton (1981) stated that magazines are the best

forms when high quality printing and colour are needed. He explained that they

reach more diversified market as well as a selective audience with minimized

time wastage. This suggests that shopping goods can be best displayed on

magazines in order to bring out their colour and high quality. Osuala (2000)

stated that magazines are highly flexible. National magazines like newswatch

16
and News times are printed at a number of locations so that both local and

regional advertisements are possible.

Anyanwu (1999) stated that direct mails are those media of direct

advertising that are sent through the mails. Osuala (1998) explained that

marketers use direct mail advertising to reach prospective buyers on an

individual basis. According to him, examples of direct mail media include;

sales letters, announcements, enclosures, catalogues, calendars and handbills.

Radio and televisions are broadcast media. Radio and televisions use

airwaves to transmit their messages. Though radio lacks visibility which limits

its usefulness in advertising products that are complicated or need

demonstration to be fully understood, and therefore need to be seen to be fully

appreciated (Osuala, 1998). Osuala stated that but then, it has its own

advantages which include flexibility and timeliness. it can be listened to or

heard by listeners who are driving, walking, working or engaged in any number

of other activities.

Television commercials tend to have a greater impact on the senses than

radio or print commercials because they combine sound, sight, movement and

colour (Ray, 1982). George et al (2003) observed that the vast majority of

television advertising ranges in length from few seconds to several minutes.

Advertisements of this sort have been used to sell every product imaginable

over the years, from household product to goods (shopping goods) and

17
services. Wikipedia (2008) stated that television advertising has certain

characteristics, viz: use of songs/jingles and humor. Many television

advertisements feature catchy jingles (songs or melodies) or latch-phrases that

generate sustained appeal, which may be retained in the minds of television

viewers long after the span of advertising campaign. Wikipedia explained that

some of these advertising jingles or catch phrases may take on lives of their

own, spawning gaps or raffs; that may appear in other form of media, such as

comedy movies or television variety shows etc. These long lasting advertising

elements may therefore be said to have taken place in the pop culture history or

the demography to which they have appeared.

E-commerce is simply any business transaction that takes place via

digital process over a network (Osuala, 2004). E-commerce is also a way for

organization to exchange information with customers and vendors to the benefit

of everyone involved. Eventually e-commerce will likely replace the movement

of papers within and between organizations as well as between organizations

and consumers (Osuala, 2004). E-commerce is transforming the way products,

services and information are bought, sold and exchanged. E-commerce also

changes the way organizations interact with customers and business partners.

E-commerce involves making use of the internet to penetrate new markets,

discover or create new sales channels, and get closer to customers and business

partners through communication channels. Some pioneers achieve real success

18
for both small and large organizations because size matters less low, all

organizations stand an even chances because they have access to the same type

of resources. However, significant obstacles can pop during e-commerce

initiatives (Osuala, 2004)). E-commerce is a tool for reducing costs, and cycle

time streamlining business processes. It also improves relationships with both

business partners and customers. Osuala also explain that newspapers and

television together account for almost half of all advertising in industrial

countries. Direct mail, radio and magazines are also used. According to him,

outdoor advertising account for only one percent. Each of these media has its

strengths and weakness. Some offer the advantage of intrusiveness, meaning

that consumers can not avoid seeing or hearing the advertisement, others are

flexible, making it possible to reach a target market defined in terms of income,

region or occupation. Some have the virtue of being cheap. Some are good at

closing sale. But no one medium is perfect for all purposes.

Kalu (1998) emphases that in selecting a media for advertising, the

following must be considered, objectives of the advertising, media circulation,

requirement of the message and cost of media. He stated that for example if the

objective is to reach to people in the rural areas, local newspapers or radio will

be the best media to be used to get the information to them. This will produce

maximum result with less cost.

19
 Boone, Lewis, Kurt & David (1992) defined shopping goods as goods

purchased only after the buyer compares the products of more than one store or

look at more than one store or look at more than one assortment of goods

before making a deliberate buying decision. Kotler (2003) defined shopping

goods as goods that the consumer in the process of selection and purchase,

characteristically compare on such bases as suitability, quality, price and style.

Wikipedia (2008) defined shopping goods as goods that the consumer typically

compares for suitability, quality, price features, etc before selection and

purchase.

The purchase of shopping goods often involves a significant expenditure,

taxes place infrequently as compared with the buying of other goods such as

convenience goods. Shopping goods may not be made for sometime after the

idea has entered the mind of the buyer. (Charles, Phillip & Euncan, 1979). In

order to influence the buyers or consumers to purchase such products, frequent

advertising should be made through different media that will pass the

information to the target consumers as fast as possible.

Wikipedia (2008) explained that because customers are going to shop for

the goods, a fundamental strategy in establishing stores that specialize in them

is to be located near similar stores in active shopping areas. On going strategies

for marketing shopping goods include the heavy use of advertising in local and

foreign media which include newspapers, radios, television, magazines, e-

20
shopping, direct mail etc.(Eckles, 1990). According to Levy, Michael and

Barton(1992) proprietors of shopping goods usually try to set up their shops

and show rooms(stores) in active shopping areas to attract customers attention

and their focus will be to do lots of advertising and marketing to become

popular.

When purchasing shopping goods, the consumer will compare a variety

of attributes, such as suitability, quality, price and style. Consumers may also

visit a number of shopping centers, before they make a decision. In this case,

producers have to relate with the proprietors of the shop to know what the

consumer wants. (Council of better business bunca 2000).

Shopping goods can be divided into homogeneous goods and

heterogenous goods. Homogeneous shopping goods are those that are similar in

quality but different in other characteristic. The difference in characteristics is

sufficient for the customers to justify a search for the item (wikipedia, 2008).

Items that are sought for as homogeneous shopping goods are also often

evaluated on price (Eckles, 1990). Such products include television sets,

various home appliances or automobile. After the consumers has decided on

desired characteristics, the consumer then look for the most favourable price.

Heterogeneous shopping goods have product features that are often more

important to consumers than price (wikipedia, 2008). According to him,

example include men’s & women’s wears, furniture’s etc. The item purchased

21
must meet certain consumer set criteria, such as size, colour or specific

functions preformed. When buying heterogeneous shopping goods, consumers

often seek out information and advice from sales people and other experts

before purchasing the items. The seller or retailer of heterogeneous shopping

goods need to carry a sufficient variety of the products to suit individuals tastes

and also need well-trained sales people to inform and advise customers.

Theoretical Framework

There are several theories or models that have been formulated with

regard to advertising. They include traditional responses hierarchy theories,

alternative response theory and elaboration likelihood theory. Traditional

responses hierarchy theories state that a number of stages have been developed

to show or indicate the stage a consumer may not be aware of a company

product or brand to actual purchase behaviour (William, 2006). Traditional

hierarchy theories consist of AIDA, the innovation model and information

processing model.

AIDA represent attention, interest, desire and action. This model was

developed to represent the stages sales people must take a customer through in

the advertising process. The model depicts the buyer as passing through

attention, interest, desire and action. Advertising must first get the customers’

attention, interest, desire and action. Advertising must first get the customers’

22
attention and then arouse interest in the company product or service (George

and Michael, 2003). Strong levels of interest should create desire to own or use

the product. The action stage in AIDA models involves getting the consumer to

make purchase commitment. The best known of hierarchies response model is

the one developed by Robert and Garray in George and Michael (2003) as a

paradigm for setting and measuring advertising objectives. Their hierarchy of

effects model shows the process by which advertising works. It assumes a

consumer passes through a series of steps in segmental order from initial

awareness of product or service to actual purchase. The basic assumption or

premise of this model is that advertising effects occur over a period of time.

According to this model, advertising communication may not lead to

immediate behavioral response or purchase, rather, a series of effects must

occur, and each step must be fulfilled before the consumer can move to the next

stage in the hierarchy.

The innovation adoption model evolved from the diffusion on

innovations. It represents the stages a consumer passes through in adopting a

new product or service like the other models in the traditional hierarchies. It

says potential adopters must be moved through a series of steps before taking

any action (William 1992). The steps preceding adoption are awareness,

interest, evaluation and trial. The challenge facing companies introducing new

products is to create awareness and interest among consumers and then get to

23
evaluate the product favourably. The best way to evaluate a product according

to hierarchy model is through actual use so that performance can be judged.

Marketers of shopping goods, for instance, often encourage final consumers to

use a product with minimal financial commitment.

The information processing model is another model for determining

advertising effects. It is developed by William McGuire in William (2006).

This model assumes that the receiver is in a persuasive communication

situation like advertising is an information processor or problem solver.

McGuire suggested that the series of steps a receiver goes through in being

persuaded constitutes response hierarchy. The stages of this model are similar

to the hierarchy of effects sequence, attention and comprehension are similar to

awareness and knowledge and yielding is synonymous with liking. McGuire’s

model includes a stage not found in the other models: retention or the receiver’s

ability to retain the portion of the comprehended information that he or she

accepts as valid or relevant. This state is important since promotion campaigns

are designed not to take immediate action but rather provide information they

will use later when making a purchase decision. This is the more reason why

advertisers of shopping goods emphases brand recall through frequent

advertising.

The hierarchy models of communication response are useful to

promotional planners from several perspectives. First and foremost, it stated

24
that series of steps potential purchasers must be taken through to move them

from unawareness of a product or service to readiness to purchase it. Second,

potential buyers may be at different stages in the hierarchy, so that the

advertiser will face different sets of communication problems. The hierarchy

model can also be useful as intermediate measures of communication

effectiveness.

The marketers need to know when audience members are on the

hierarchy. For example, a research may reveal that one target segment has low

awareness of the advertiser’s brand, whereas another is aware of the brand and

its various attributes but has low level of liking or brand preference.

For the first segment of the market, the communication task involves

increasing awareness for the brand. The number of advertisement may be

increased, or a product sampling programme may be used (Oguinn, et al 2009).

For the second segment, where awareness is already there and high but liking

and preference are low, the advertiser must determine the reason for the

negative feelings and then attempt to address this problem in future advertising.

Ray in Williams (2006) developed a model of information processing

which he called Alternative response Hierarchies. He identified three

alternative orderings of three-based stages on perceived product, differentiation

and product involvement. These alternative response hierarchies are the

standard learning, dissonance/attribution and low- involvement models.

25
 In the standard learning hierarchy the consumer will go through the

response process in the sequence depicted by the traditional communication

models. Ray in Williams (2006) termed this a standard learning model, which

consist of learn, feel and do sequence. Information and knowledge acquired or

learned about the various brands are the basis for developing effects or feelings,

that guide whether the consumer is viewed as an active participant in the

communication process, who gathers information through active learning. Ray

suggested that standard learning hierarchy is likely when the consumer is

highly involved in the purchase process and there is much differentiation

among competing brands.

The dissonance/attribution model is the second response hierarchy

proposed by Ray in Williams (2006). It involves situations where consumers

first, behave, then develop attitude, or feelings as a result of that behaviour, and

then learn or process information that supports the behaviour. According to

Ray, dissonance attribution model or learn, feel or do occurs in situations where

consumers must choose between two alternatives that are similar in quality but

are complex and have hidden or unknown attributes. The consumer may

purchase the products on the basis of a recommendation by some non-media

source and then attempts to support the decision by developing a positive

attitude towards the brand and perhaps even develop negative feelings towards

the neglected alternatives. This reduces any post purchase dissonance.

26
According to this model, marketers need to recognize that in some situations,

attitudes develop after purchase, as does learning from the mass media. Ray in

Williams (2006) suggests that in these situations the main effect of the mass

media is not the promotion of dissonance by reinforcing the wisdom of the

purchase or providing supportive information. This model theory relates to this

study as advertisers of shopping goods often try to create a situation where the

consumer may be asked to try or wear the clothes or shoes, then make their

judgment.

William (2006) described the low-involvement hierarchy as the most

intriguing of the three response hierarchies proposed by Ray. Here, the receiver

is viewed as passing from cognition to behaviour, to attitude change. This

learn, do and feel sequence is thought to characterize situation of low consumer

involvement in the purchase process. Ray suggests that this hierarchy tend to

occur when involvement in the purchase and decision is low, there are minimal

differences among alternatives, and mass media (especially broadcast)

advertising is important.

The notion of a low involvement hierarchy is based in large part on

Krugman’s theory explaining the effects of advertising. Krugman wanted to

find out why television advertising produced a strong effect on brand

awareness and recall but with little change in consumers attitudes towards the

product. He hypothesized that TV is basically a low involvement medium and

27
the viewer’s conceptual defences are reduced or even absent during

commercials. According to this model, the consumer does not compare the

message with previously acquired beliefs, needs or past experiences. The

commercial results in subtle changes in the consumer’s knowledge structure,

particularly with repeated exposure. This change in the consumer’s knowledge

does not result in attitude change but is related to learning something about the

advertised brand. Such as a brand name, the theme or slogan. According to

Krugman, when the consumer enters a purchase situation, this information may

be sufficient to trigger a purchase. The answer will then form an attitude toward

the purchase brand as a result of experience with it. Thus, in the low-

involvement situation, the response sequence is as follows, message exposure

under low involvement, shift in cognitive structure purchase and positive or

negative experience-attitude formation.

According to Ray, in the low-involvement hierarchy, the consumer

engages in passive learning and random information catching rather than active

information seeking. The advertiser must recognize that a passive, uninterested

consumer may focus more on non-message elements such as music,

characteristics symbols and slogans or jingles than actual message content. The

advertiser might capitalize on this situation by developing catching jingles that

is stored in the mind of consumers without any active cognitive processing and

becomes salient when he or she enters the actual purchase situation. Low

28
involvement advertising appears prevailing in much of the advertising we see

for frequently advertised consumer products.

Another popular creative strategy needed by advertiser in low-

involvement product is what advertising analyst McMahan in Michael and

George (2003) called VIP or visual image personality. Advertisers often use

symbols to develop visual images that will lead consumers to identify and

retain advertisements. Advertising and consumers researchers recognize that

not all response sequences and behaviors are explained adequately by either the

traditional or the alternative response hierarchies (William, 2003). Advertising

is just one source of information consumers use in learning about products,

forming attitudes and/or making a purchase decisions. Consumers are likely to

integrate information from advertising and other forms of marketing

communication as well as direct experience informing judgements about a

brand. Robert in Oguinn, et al (2006) stated that advertising could lessen the

negative effect of an unfavourable trial experience on brand evaluations when

the advertisement is processed before the trial. More recent research has also

shown that advertising can affect consumers’ objective sensory interpretation

of the experiences with a brand and what they remember about it.

This various response models offer an interesting perspective on the

ways consumers respond to advertising and other forms of marketing

communications. They also provide insight into promotional strategies

29
marketers might pursue in different situations. A review of these alternative

models of the response process shows that the traditional learning model does

not always apply. The motion of a highly involved consumer who engages in

active information processing and learning and act on the basis of higher order

beliefs that a well information attitude may be inappropriate for some types of

purchases sometimes. Consumers make a purchase decisions on the basis of

general awareness resulting from repetitive exposure to advertising, and

attitude development occurs after the purchase. The role of advertising and

other forms of promotion may be to induce trial, so that consumers can develop

brand preferences primarily on the basis of their direct experiences with the

product. From promotional planning prospective, it is pertinent that marketers

examine the compunctions situation for their products or services and

determine which type of response process is most likely to occur.

Another model called the elaboration likelihood model (ELM) states

that the difference that exist among consumers in the ways they process and

respond to persuasive messages are addressed in the elaboration likelihood of

persuasion. The ELM was devised by Richard Petty and John Calioppoto in

William (2006), explained the process by which persuasive communication

(such as advertisements) lead to persuasion by influencing attitude. According

to this model, the attitude formation or response to persuasive message high

elaboration means the receiver engages in careful consideration, thinking and

30
evaluation of the information or arguments contained in the message. Low

elaboration occurs when the receiver does not engage in active inferences about

the position being advocated in the message on the basis of simple positive or

negative cues. The ELM shows that elaboration is a function of two elements:

Motivation and ability to process the message. Motivation to process the

message depend on such factors as involvement, perusal, relevance and

individual needs and arousal levels. Ability depends on the individual

knowledge, intellectual capacity and opportunity to process the message. For

example, an individual viewing a humorous commercial or one contain an

attractive mode may be distracted from processing the information about the

product.

According to ELM, there are two basic routes to persuasion or attitude

change. Under the central route to persuasion, the receiver is viewed as a very

active, involve participation in the communication process whose ability and

motivation to attend, comprehend and evaluate message is high. When cultural

processing of advertising occurs, the consumer pays close attention to message

content and scrutinizes the message arguments. A high level of cognitive

response activity or processing occurs and the advertisements ability to

persuade the receivers depends primarily on the receiver’s evaluation of the

quality of the arguments presented. Under the peripheral route or persuasion,

the receiver is viewed as lacking the motivation or ability to process

31
information and is not likely to engage in detailed cognitive process. Rather

than evaluating the information presented in the message, the receiver relies on

peripheral cues that may be incidental to the main arguments. The receiver’s

reaction to the message depends on how he or she evaluates these peripheral

cues. The consumers, according to this aspect of the ELM, may use several

types of non-primary cues or cognitive short-cuts rather than carefully

evaluating the message arguments presented in an advertisement. Favorable

attitudes may be formed if the endorser in the advertisement is viewed as an

expert or is attractive or likeable of if the consumer likes certain executional

aspects of the advertisement such as the way it is made: the music, or the

imagery.

Influence of advertising on the sale of men’s wears.

Morden (1991) is of the opinion that advertising is used to establish basic

awareness of the product or service in the mind of the potential customers and

to build up knowledge about it. Modern stated that advertisers primary mission

is to reach prospective customers and influence their awareness, attitudes and

buying behaviour. They spent a lot of money on advertising to keep customers

interested in their products. Modern (1991) emphased that for advertisers to

succeed, they need to understand what makes potential consumers behave the

way they do. The advertisers’ goal is to get enough relevant market data to

develop accurate profiles of buyers, to find the common group for

32
communication, (Kotler, 2003). This involves the study of consumer behaviour

which includes the mental and emotional processes and the physical activities

of people who purchase and use goods and services to satisfy particular needs

and wants (Arens, 1996).

Richard (1996) noted that the principal aim of consumer behaviour

analysis is to explain why consumer acts in a particular way under certain

circumstances. He tries to determine the factors that influences consumer

behaviour especially the economic, social and psychological aspects which can

indicate the most favored marketing mix that management should select. This

will assist marketers on how to give preferred trends in product development

attribute of the alternative communication and advertising method etc.

One of the factors that influence consumer’s buying behaviour is social

factor, such as reference groups, family, social roles and status. A person’s

references group consist of the group that have a direct or indirect influence on

his/her attitudes or behaviour. Family is the most important consumer buying

organization in the society and family member constitute the most influential

primary reference group. An individual participates in many group; family,

clubs, organizations (Richard, 1996). People choose products that reflect and

communicate their role and actual or desired status is society. For example

company managers often drives expensive cars, wear expensive shirts and suits.

Marketers as well as proprietors of shopping goods stores are aware of status

33
symbol potential of products and brands that are advertised, in order to attract

this class of people to patronize their shops in Bayelsa State.

Occupation also influences consumption patterns. A blue-collar worker

will buy work clothes, work shoe, etc (Osuala,1987). Osuala stated that when

advertising is tailored towards such products, consumer’s attention will be

drawn to the product. As consumers buy, sales will increases.

Kotler (2003) stated that consumers have varying degrees of loyalty to

specific brands, stores and companies. Oliver in Kotler (2006) defined loyalty

as a deeply held commitment to re-buy or re-patronize a preferred product or

service in the future despite situational influences and marketing efforts, having

the potential to cause switching behaviour. The key to generating high

customer loyalty is to deliver high consumer value. Michael in Kotler (2003)

stated that a company must design a competitively superior value preposition

aimed at a specific market segment, backed by a superior value delivery system

as well as frequent advertising in order to influence consumers to buy a product

over and over again.

According to Stanton (1997) consumers are more educated and informed

than ever. They have tools to verify company’s claims and seek out superior

alternatives. Consumer therefore estimate which offer will deliver the most

perceived value and act on it. If the offer lives up to expectation by satisfying

34
consumers wants, there is the possibility that they will purchase the product

again.

Larry and Geoffrey (2003) stated that advertising should aim at

consumers’ satisfaction. They went further to explain that satisfaction is a

person’s feeling of pleasure resulting from comparing a product’s perceived

performance in relation to his or her expectation. If the performance fall short

of expectations, the consumer is dissatisfied, if the performance exceeds

expectations, the consumer is highly satisfied. Most marketers in Bayelsa State

influence consumers to buy more of men’s packet shirts in shops where good

and quality packet shirts are sold. Proprietors seek to satisfy consumers

demands by considering the quality, size, shape, colours that attract consumers’

attention through frequent advertising of different design, quality, brand and

colour in different media.

Louisca (1995) stated that companies generally would like to keep their

advertising in front of consumers at all times through different media as a

constant reminder of their products/ services. She however mentioned that this

desire was not possible for a variety of reasons.

Louisca (1995) emphased that the primary aim of scheduling was to time

promotional efforts so that they would coincide with the highest buying time.

She listed three scheduling methods which consist of continuity, flighting and

pulsing. Continuity schedule is a continuous pattern of advertising, which may

35
mean everyday, every week, or every month. She added that the key was that a

regular pattern was developed without gaps or non-advertising periods. Louisca

(1995) stated that such strategies might be used for men’s or women’s wear.

According to her flighting was a method in which less regular schedule with

intermittent periods of advertising and non advertising was employed; at some

timely periods, there were heavier promotional activities, at other times there

might be no advertising. For example during Christmas period, frequent

advertising is done to promote heavy sale of men’s wears in shops selling such

products in Bayelsa State.

The last method was pulsing. According to Louisca (1995), continuity

which means frequent advertising is maintained in pulsing, but at certain times,

promotional efforts were stepped up. For instance, in shirts and clothing

producing industries, advertising continuous throughout the year but increase

during certain periods, such as bonanza, promo, special offer etc. Advertising

also increase during certain periods. Wikipedia (2008) emphased that viewers

might feel board or distracted sometimes, Louisca (1995) maintained that while

interference of advertising might meant distraction during a programme,

sometimes consumers learn a slogan or jingles and associate it with other

things.

According to Osuala (1987), one of the objectives of advertising is to

maintain and promote brand loyalty. Brand is defined as a name, term, sign,

36
symbol or design, or a combination of them which intend to identify the goods

or services of one seller or group of sellers and to differentiate them from those

of competitors (Kotler 2004).

Osuala (1987) stated that individual like to see themselves as better than

they are. Most individuals, even if they never verbalize these emotions, would

like to be somebody special, to get ahead, to have others envy them and their

achievement. Osuala explained that for this reason, they like to own product

that enhance the opinion of themselves and hopefully, make other people

realize how successful, important and prosperous they are by always

purchasing products associated with a particular brand, for example Nike,

fendi, luke, vero, principle etc.

Kotler (2004) explained that brand names contribute to increased

shopping efficiently. He explained that if a consumer goes into a shop and find

thousands of unlabeled products. He would probably want to physically touch,

feel, wear many products to be sure of their quality which could vary from one

producer to another. According to Kotler, if the consumer asks another member

of the family to do the shopping, she would have to communicate the quality

desired in each product. It is far more efficient to communicate in brand name

especially when it concerns buying and selling of either men shoes (Kotler

2004).

37
 Osuala (1987) stated that frequent advertising of brand name of men’s

wears help call consumers’ attention to the existence of such products and

where it can be easily purchased. Proprietors of shopping goods stores in

Bayelsa State display different brands of men’s wears in their shops. This

attracts consumers and assists in easy accessibility of men’s wears in their

shops.

According to Kotler (2006) branding leads to false and unnecessary

differentiation of goods, especially in homogenous product categories. It also

leads to higher consumer prices since the brands have to be supported by a lot

of advertising packaging and other costs which are ultimately passed on to

consumers. Osuala (1987 emphases that when consumers are satisfied, they are

inclined to develop the habit of repeat purchases of products. He also advised

that a wise marketer knows that, in the long run, even the most effective

promotion and largest budget cannot sell large quantities of inferior products.

Therefore proprieties of men’s wears in Bayelsa State should emphase on

quality and brands of wears they sell through frequent advertising. These

remind individual where to go whenever they want the product.

According to Dun in Osuala (1987), the Nigerian environment contains a

vast array of distractions. Advertisers focus more on creative efforts on ways to

make products visible and advertising to attract consumers attention some of

the lewis use to attract consumers interest according to Dun include motion,

38
Isolation, size, celebrities, “the right voices”. Colours. He stated that bigness

attracts attention usually large signs, full page advertisement attract more

attention than their smaller counterparts

According to Dun in Osuala (1987), in motion, the individuals are

attracted more to moving objects than to motionless ones. People pay more

attention to a moving sign than a stationary one. He explained that in isolation,

an individual is much more conspicuous when standing alone on the street

corner than when in a group. Proprietors apply many methods of using isolation

to attract attention to their products. For example by putting a border around

men’s wears advertisement or displaying some qualities of shoes in a show case

or store window attracts consumer attention.

Dun further explained that advertisers extensively use prominent actors

newscasters, athletes and other well know personalities to attract attention and

to endorse products. He stated that whether a message registers consciously at

all depend on a great extent on sellers’ tone of voice. Some message require a

commanding, authoritative voice to attract attention. Other messages may

provoke interest if the voice is famine, soft and sexy.

Dun also explained that as a rule, advertisements attract more attention

than black and white ones. Besides, certain colours tend to produce a particular

emotional response. This is an important factor proprietors of men’s wears in

Bayelsa State should consider in advertising of their products. Proper display

39
and advertising of men’s wears will attract consumers attention and influence

them to buy (Oguiun et al, 2008).

Attractiveness is having the power to attract, to please or interest

(Hornby, 1974). Wikipedia (2008) stated that television networks and other

advertising controlled media tend to produce programming that appeal to

advertisers. He went further to mention that proprietors of shopping goods are

interested in the mass media that attract consumers and communicate messages

that were amenable to consumers. Wikipedia (2008) stated that advertisers

recognize that stimulating consumer audience to think ordinarily do not

promote the happy atmosphere necessary of their persuasive advertisement to

work or sink in, therefore those who control the media recognize these interests

and so produce the appropriate entertainments.

According to Wikipedia (2008,) increasingly, consumers are becoming

more fashion conscious, they spend relatively more on clothing, shoes and bags

currently than any other. The use of credit create mass market for goods which

are considered luxury for ladies recently (Oguin, 2008). All these shifting and

growing demands are of great significance to sellers of men’s shoes in Bayelsa

State, who are trying to give the consumer what he or she wants.

(cassewell,1999). She emphased that consumers require that marketers develop

skills in assessing the processes of change as they influences and marketing

problems and opportunities. Assel (1999) is of the opinion that consumers

40
should be motivated in their purchases by a variety of influences and consider

ration, this is the responsibility of shoes sellers. They should learn the nature

and significance of consumer. By so doing, they will affect the sale of men and

ladies shoes positively. (Wikipedia, 2008).

Keller and Staelin (2002) stated that when consumers are considering

significant purchases, they seek out recommendatory and information from the

trade press, consumer magazines, and retailers and electronic and print

marketing literature. Ultimately, consumers also gather information form

television advertising, radio jingles, posters and public address system in the

process of making consumer decisions. Marketers need to way of creating

information overload. A number of studies have shown that there is a fine

balance between providing sufficient information for the consumer to make

decision and too much information which provokes information overload

(Keller and staelin, 2002). Consumers need just sufficient information to be

able to conduct the information evaluation stage. This stage is concerned with

matching the features of the product against the consumers’ criteria or what the

consumers feel that they want. (Keller and Staelin, 2002). Consumers may start

with one understanding of their needs, and refine this and they gather more

information through various media. (Assel, 1999).

41
Influence of Advertising on the sale of Women’s wears

One of the objectives of advertising is to promote brand (David & John,

1998). Advertiser’s desires to get consumers remember the advertised brand.

The obvious idea behind this objective was that if consumers remember the

brand name and could easily recall it, the consumer would more likely buy the

product (Oguin, Allen, and Semenke, 2007).

Petty and Caciopio (1986) stated that as a result of competition, it has

become a conventional wisdom in the world of advertising that marketers

advertise their products more often in other to create more awareness as well as

increase sales. For example, in Bayelsa State where different types of women’s

clothings are sold in different areas, such as on the street, markets, shops and

along the roads, frequent advertising are carried out so that such product brand

“will ring a bell” in the mind of the consumers.

According to Michael and George (2003), consumers might actually

infer popularity, desirability and even superiority from the ease with which they

recall brands. They added that in the world of advertising, brand name recall of

a previously made judgement, or habit to get the advertised product is very

important.

Advertising has more consequences than just the sale itself (Petty and

John, 1986). Advertising is persuasive in the consumers’ daily lives and will be

present over their life time (David and Johnson, 1998).

42
 Kang (1997) stated that advertising of women’s clothing by a model aim

at creating a notion about how to dress, purchase, behave and to be successful

according to the social scale. For instance, model use by an advertiser to

advertise office clothes, party wears, casual dresses would dress very attractive

and smart in order to attract consumers’ attention. Consumers who want to

dress like the model would patronize shops that sell such quality, styles,

colours, and designs of such clothing in Bayelsa State, thereby increasing the

sale of their products. Kaiser (1996) also stated that because of the use of

symbols and stereotypes understood by most of the consumers, advertising

immediately communicate a simple way of thinking with an easy meaning. He

explained that there are no definite conclusion about the association between

media consumption and bad consequences on people’s self image and

behaviour, though some authors are asserting this connection.

Horn and Gurel (1981) stated that several authors reinforce the thesis

that the cloth individual dress on shows their personality. This psychological

process is taken into account and exploited by luxury brand marketers (through

advertising) in order to sell more of their products especially women’s’

clothing. According to Horn and Gurel, the advertisers know that consumers

need to express themselves and tell stories about their personalities, aspirations

and way of life. As a result frequent advertising is done on women’s clothings

43
in media such as magazines, televisions, bill boards, newspapers and through

internet.

There is need for a universal information that everybody will understand

and overcome some of the terrible lack of communication among modern

societies (Gangalez, 2007), and the need for a mechanism, like the ephemeral

and fleeting fashion process, which demand a constant updating for their

sustainability (Horn and Gurel, 1981). Though fashion does not get away from

the influence of these social features even with its cyclical nature and constant

flash backs and feedbacks, frequent advertising has to be carried out especially

on television so as to remind consumers of different quality, colour, size, style

and brand of women’s clothing (Kariser, 1996).

According to Petty and John (1986), advertising helps in communicating

brands, colours, styles, qualities, sizes of women’s clothing. Russel and Lane

(1996) also stated that women are always attracted by colours and qualities.

They want to be exclusive in their dressing. Russel and Lane stressed that most

of the women get attracted to advertising on the television that emphases on

high quality, colour and brand.

Wikipedia (2004) opined that advertising work best when it creates

insecurity about something, such as appearance. A successful advertising

convinces the consumer that they have a problem that need fixing and they

proposes to offer solution, which just happen to be the product they are selling

44
(Kang, 1997). The message is that women are not good enough the way they

are (Wikipedia, 2004). According to him, many women unwillingly buy into

such message and as a result, end up being hypercritical of themselves because

they feel they don’t fit a certain “image” that they believe is necessary for their

happiness.

Russel and John (1996) explained that consumers are becoming fashion

conscious. They spend relatively more on clothing than at any previous period.

According to Russel, women want to look attractive always, thereby spending

much on buying different style, colour, quality, designs, sizes of clothings from

classic, expensive shops.

Michael and Rey (2003) maintained that shift in population and

employment also affect purchase of clothing which suitably fits into the kind of

consumers occupation. Advertisers in Bayelsa State follow this trend to

advertise on television, magazine, billboard, women’s clothing that are

attractive enough to draw consumers’ attention.

Baudrillard (1994) stated that advertising and promotions do not aim to

educate the society or to transmit good values, except for those advertisement

which have education as their precise goal. However for many researchers,

professionals and consumers, every message from an identified author who

paid for the advertisement can say whatever he or she wants because of the

economic transaction (Baudrillard, 1994). Television commercials are print

45
advertising and not bound by ethics (Barthes, 1990). Regardless of the source

intention, advertising transmit a role model by its mere existence as a notion

about how consumers must behave purchase and so on, to be successful

according to the social scale (Kang, 1997).

Wikipedia (2008) explained that advertisers are concerned that the mass

media attracts customers and communicate message that was amenable to

consumers. He stated that advertisers recognized that stimulating consumers’

audience to think ordinarily did not promote the happy atmosphere necessary

for their persuasive advertisements to work or sink in, as such those controlling

the media recognized these interests and so produced the appropriate attractive

entertainments.

Patzer in Gail et al (2008) stated that advertisers and some academics

had belief that dressing in quality outfit such as packet shirt, good looking suits

by models could increase effectiveness of promotional and marketing activities.

Baker and Churchill in Gail et al (2008) stated that attractive model

advertisement like advertising different designs, colours, sizes, styles, qualities

of men’s’ suit has an influence on the evaluation of the advertisement. They

mentioned further that generally, there might be little or no influence upon the

recognition of brand name or purchase intention. But Byne in Gail et al (2008)

stated that the influence of advertisement would depend on the products

properties. Kanis in Gail et al (2008) also stated that a well dressed male or

46
female model might serve as an effective source of information for a product

which suggest to some consumers the idea that the use of the product will also

enhance their physical attractiveness just as it did for the model, thus providing

adaptive information.

Kanungo in Gail et al (2008) also observed that the fit of a model to a

product such as packet shirt, men’s’ suit is an important variable in product

advertisements, as there appeared to be an interaction effect between the two

variables.

Cassewell (1998) mentioned that products such as cosmetics or

fashionable clothings were likely of benefit from the use of attractive model

since physical appearance is very important and relevant in marketing these

products. http.www(2008) mentioned that the implication of advertising were

that very popular people could generate popularity for the brand, it could make

more attribute related reasons important and could generate more sales for the

product advertised.

According to skelly and Lundstrum (1981) in the last decade, the biggest

new markets are mostly male-oriented. There has been a flow of grooming,

particularly on men’s’ suits, packet shirts, skin and body care products for men.

According to Mr John Karp, president of Aramis skin care in 2002, men’s’

wear and skin care products was a several million global business which is

almost a 50% increase from 1997. Euro monitor international, a market

47
research firm estimates that global sales of male grooming products will surge

by 67% between 2005 and 2008. This was achieved through frequent

advertising of men’s’ wear and other products.

Ling (2005) stated that the traditional female demographic has become

saturated and sales growth difficult to maintain, hence the need to push for

men’s beauty lines. Leading male-beauty centres, has open different boutiques

sees sales doubling every year. As a result of increase in sales, companies

producing such products are mounting millions of naira marketing campaigns,

fronted by personalities, actors and models.

According to Kervin (1990) the form of the male body s beginning to be

portrayed as an erotic spectacle, suggesting that advertisers are attuned to the

changing attitudes of consumers and exploiting it. He emphased that producers

produce different sizes, shapes, qualities, such as safari suits, blazers, Italian

designs which they display or hang on stands, attractive corner of the shop to

get customers attention Kervin (1990) explained that producers are also aware

that some people only purchase clothes after they have seen it being worn by

celebrities. They therefore use most of these celebrities to advertise their

products.

According to Dell & Kristian (2007) to maintain a certain percentage of

the market share, many producers create advertising campaigs that have

suitable long term advantages in comparison to their competitors, the

48
successful of the advertisement would reinforce the company’s image while

other companies will have to review its marketing strategy and target the

product through advertising to all age groups.

Jardine (1998) stated that producers should apply corporate advertising

in creating awareness of men’s’ suit. Jardine explained that the power of

corporate advertising and the media could help regain lost customers. He also

stated that the producers should use every form of multi-media in the

advertising campaign. Such media include television, newspapers, magazines

e-shopping, direct mail etc.

According to Sandra (1998). The purpose of corporate advertising is to

influence the way the target audience think about a company’s image and its

product. Corporate advertising can also be used to convince customers that the

company cares about the welfare of citizens by aligning itself. With some

organizations. Sandra stated that a media system is necessary for development,

maintenance and a change of modern societies. Corporate advertising is a type

of advertising which informs consumers of option qualities and price available

(Paul, 2007). Paul explained that corporate advertising can be use to persuade

consumers into making bad choices and thinking good choices are bad.

Coulin (2006) stated that many advertisement campaigns are carried out

but they do not all have an impact on the consumers. Lack of change in

49
consumers’ attitude, can cause failure in an advertisement campaign which in

turn will affect sales in such organization.

According to Gail et al (2008) advertising generally had been accused of

reinforcing consumers pre-occupation with physical appearance and crating

sense of inadequacy. The author said that critics of men’s’ beauty line

advertising had maintained that the huge expenditures and attractive

promotional messages result in increase level of homo sexual and contribute to

high rime rate even among underage. They argued that restrictions or bans on

spending huge amount of money would reduce overall patronage and social ills

related to craziness for fashion.

Winner & Dominick (2006) stated that there has been an upward trend in

the number of lifestyle and beauty magazines surfacing different sectors of the

emerging male-oriented segments of the market. One of the fastest growing

men’s’ magazines in the world displays different sizes, shapes, colours,

qualities of men’s’ cothings (suits). Ovations and other local magazines also

display ‘men’s’ world of fashion”. Advertisement in such magazines increases

sale

Http (2008) stated that ladies’ bags are produced in different shapes,

sizes, colours, designs to attract consumers’ attention. Ladies’ bags is always

displayed in showcase, strategic corner of the shop and in some cases comes

with shoes to match the bags (http 2009) Ladies’ who want to look different

50
and unique in their own way, get attracted when different colours and designs

are showcase in shops, magazines and television. (http 2009).

Wikipedia (2008) stated that frequent advertising of ladies’ hand bags

remind consumers where such products could be easily purchased. He argued

that radio and newspapers advertising might not make much impact in the sale

of ladies’ hand bags. This is because consumers get attracted more when they

see than when they merely hear about the quality, colours of the product

(Cassewell 1998). Wikipedia (2008) stated that advertisers recognize that

stimulating consumer audience to think ordinary do not promote the happy

atmosphere necessary for their persuasive advertisement to work or sink in, so

those controlling the media recognize these interest and so produce the

appropriate Attractive entertainments.

According to Hornby (1974) other factors that influence consumer

behaviour varies, from one end lie issues and concept unique of individuals. He

explained that at the individual level of analysis, the focus is on identifying the

processes that influence individual consumers in the acquisition, consumption

and disposition phases. For instance, one could ask the following questions

concerning ladies’ hand bags, what factors influence whether or not an

individual will attend and comprehend advertisement of different prices,

brands, colours, sizes, qualities, designs of ladies’ bags? How do attitudes

51
towards brands, colours, sizes, qualities, designs, process, develop?, what kind

of decision process do youth apply in selection?

According to Richard (1996), one topic of study when focusing on the

individual level of analysis concerns persuasive communications. Persuasive

communications are employed by marketers to influence consumers belief,

attitude and buying intentions. For example advertisers of shopping goods

frequently employ communications that invoke fear of inferior products to

influence their target consumers. A certain beauty care company tells you to

bring out the best in you. The clear implication is that, unless the person start

using some quality product, she may never realize how beautiful and special

she is.

Richard (1996) explained that the goal of the advertiser is to influence

the beliefs, attitude and buying intention of the target consumers by focusing

their attention on the precarious nature of interpersonal relationships. William

(1998) stated that other factors are environmental factors that influence large

number of consumers to act similarly. According to Richard (1996), at the

environmental level of analysis, researcher investigates such issues as how

groups and families influence the purchase process and how situational factors

such as the atmospheric of a shopping store affect the buying process. Also

included in the environmental level of analysis are extremely broad forces such

as the effect of culture, sub culture economic condition and governmental

52
regulations that influence individual consumers. For example within the capital

territory of Bayelsa State, the inner-city youths exemplify a social class sub-

culture that processes a set of norms and values that influences the lifestyle of

its members when developing new product ideas and promotional strategy, a

company needs to understand the values and characteristics of the sub culture

of the target market or consumers (Cassawell 1998).

According to Richard (1996), the individual level analysis refers to the

psychological processes that affect individuals in acquiring, consuming and

disposing of goods, services and experiences, while the environmental

influencers or factors represents those factors outside of the individual that

affects individual consumers decision making units and marketers.

Assel (1998) stated that during the 1970s and early 1980s, researchers

tend to view the consumer as a decision maker. From this perspective, buying

results from consumers, first perceiving that a problem exist and then moving

through rational problem solving process. The decision making perspective,

portrays consumers as moving through a series of steps when making a

purchase. These steps include problem recognition search, alternative

evaluation choice and post acquisition evaluation. The decision making

perspective would focus on the steps through which consumers move when

purchasing shopping goods. For instance, the advertisers would attempt to

identify the characteristics sought in the purchase of ladies’ hand bags; such

53
characteristics as attractive colours, good qualities and/or low price (Richard,

1996).

Assel (1998) further explained that the experiential perspective on

consumer buying proposes that in some instances, consumers do not make their

purchases according to a rational decision making process. Instead people

sometimes buy products in order to have fun, create fantasizes and to show off.

Many consumer services and products bought for leisure purposes have a

strong experiential component to them, including such activities as going to

rock concerts, symphonies, amusement parks and movies (Michael and George,

2003). The goal of these leisures period is largely to create feelings among

consumers (Assel, 1998). A researchers analyzing the influence of advertising

on the sale of shopping goods in Bayelsa State would focus on identifying the

feelings, emotions and symbols that accompany the purchase of say athletic

shoes, school bags, party wears etc.

Louisca (1995) opined that advertisers frequently use emotional appeals

to influence consumers. Like the experiential approach, the behavioral

influence occurs when strong environmental forces create circumstances in

which the consumer is propelled to make purchases without necessarily

developing strong feelings or beliefs about the product (Assel, 1998). In this

instance, the consumer does not necessarily go through a rational decision

making process or rely on feelings to purchases a product or service (Oguin et

54
al, 2008). Instead, the action result from the direct influence of behaviour by

environmental forces, such as strong monetary incentives, cultural norms, the

physical environment or economic pressures. Researcher analyzing influence of

advertising on the sale of shopping goods from the behavioral influence

perspective would seek to determine if a firm used strong sale incentives such

as 30 percent discounts, that could strongly influence consumer buying

behaviour without affecting feeling or beliefs about the product (shoes) itself.

Proprietors of shopping goods stores in Bayelsa State should note that most

purchases made by consumers will have same elements of each of the three

perspectives. Its useful to examine consumer reaction and behavior from each

perspective in order to be able to influence consumers to buy more of their

products (Assel, 1998).

Influence of Advertising on the Sale of Jewelry

Wikipedia (2009) stated that jewelry are made from valuable metals such

as gold, silver and precious stones. He explained that these metals can be molds

into necklace, bangles, rings, wrist watches.

Lambaise and Reichert (2003) stated that physical attractiveness among

humans is a trait that is central for foreseeing interpersonal attraction and mater

selection. Lambraise et al emphases that features of physical appearance,

including facial beauty and jewelry play a great role in interest and desire. For

55
this reason, physically attractive models in advertising can be and most are

considered examples of sex in advertising. According to lambaise et al (2003),

determination of attractiveness level is made by a comparison by mean ratings

and this rating is considered from the models hair, face, complexion, eye

contact, physique and behaviour.

According to Entristle and Wilson (2001), in society, clothes, accessories

are without a doubt, a part of identity. The first description offer to others about

individual is the result of process of dressing and grooming body (Kaiser,

1996). She explained that this self image is something about personality

because it is the key language for communicating with others. Entiwlstle (2000)

said that the human body is a dressed body. In its most external appearances

social life is composed of dressed bodies and first impression when meeting

someone is always their external appearance, especially the face, neck and

hands. Advertiser often times advertises on the television celebrities, actors

wearing different style, size, colour, design, quality of jewelry, so as to catch

the attention of audience in programmes such as talk shows, promo, special

offer etc. several authors reinforce the thesis that the clothes put on, the

accessories we dress in show individual personality (Horn and Gurel, 1981).

This psychological process it taken into account and exploited by luxury brand

marketers through advertising in order to sell more of their products.

56
 According to Sandra (1998) one the objectives of advertising messages

is affective association, get consumers to like the product advertised. She

believed that liking led to preference, but rather than provide the consumers

with hard reasons to like the product these advertisement work more through

feelings for example some magazines and catalog are specially design to

advertise different types, colours, qualities, sizes, designs of jewelry. As

consumers go through the magazines and catalogues, they are attracted and in

most case show feeling of likeness for some of the jewelry. According to

Sandra (1981) feel good advertisement were suppose to work through affective

feeling association, they were expected to link the feelings elicited by the

advertisement with the product: you like the product, you like the

advertisement. She noted that the basic idea here was that by creating

advertisement with positive feeling, advertisers would lead consumers to

associate the positive advertisement with the advertised jewelry products.

Steve in Ogouin et al (2007) stated that consumers want to do business

with companies they like. He said that getting from liking the advertisement to

liking the product is a big jump, even though liking the advertisement did not

necessarily mean liking the product per say. According to steve, advertising

strategy development was a game of probability of purchase, and was believed

that ultimately, that what created a good feeling was the product of an

interpretation on the part of the audience members. William (1998) stated that

57
not all feel-good advertisements succeed, while the reason why some feel-good

advertisements work and others did not work was not known.

According to Williams (1998) paying greater attention to the social

content of likely target consumers and the manner in which consumer read

advertisements were critical. David, Williams and Harris (1996) stated that

some positive attitudes towards advertisement did not seem to result in positive

attitudes towards the product or brand, because they were not read for the

purpose, or it could be that consumers easily separated their feelings from the

product. According to the authors, the implication of feel-good advertisement

were that it might perform better in clustered media, might render thought

about the brand even though audience reaction might be difficult to predict at

the long run. According to Harris (1996) many companies create advertisement

campaigns that have sustainable long-term advantage in comparison to their

competitors, a successful advertisement would reinforce the company’s image.

Proprietors of jewelry shops in Bayelsa State have to build on the concept of

persuasion with the help of celebrities in order to attract consumers’ attention.

Harris (1996) that celebrities have a great influence on stated on consumers and

that some consumers only purchase jewelry after they have seen the same

jewelry being worn by celebrities or models. As consumers patronize the shops,

sales will also increase.

58
 Wikipedia (2008) stated jewelry are most often displayed in catalogue

and magazines. He explained that jewelry are displayed in different colours,

sizes styles, designs with prices written beside them sometimes. This is done in

order to attract consumers’ attention to different brands available. Kotler (2003)

stated that catalog are available in the showroom and are also mail to buyers,

with each items list price and discount price. He explained that consumers can

order an item over the phone and pay delivery charges or drive to the

showroom or shops, examine a sample firsthand and buy out of stock.

Kotler (2003) stated that advertisement perform such useful functions as

awareness building, comprehension building efficient reminding development

of prospect leads. Legitimization and product reassurance. According to him,

women magazines such a Cosmopolitan, Family circle, Ladies home journal

are good sources for displaying assorted jewelry. This will cost lesser compare

to television advertisement of jewelry.

Influence of Advertising on the Sale of Television

According to Kotler (2003) products are perceived by the buyer to be a

combination of physical product, services and ideas that is expected to provide

satisfaction in term of benefits expected, minus costs incurred. These costs are

conceptualized on two independent dimensions: effort and risk (Murphy and

Euris, 1986).

59
 Hottons (1987) definition of convenience, shopping and specialty goods

showed that a consumers’ buying behaviour is determined not only by the

strength of his or desire to secure some goods but also by shopping to obtain it.

In other words the consumer continues to shop for different types of colour

television so long as he feels that the additional satisfaction from further

comparisons are at least equal to the cost of making of the additional efforts

(Block and Ridrins, 1990). Murphy (1986) stated that effort is the amount of

money, time and energy the buyer is willing to expend to acquire a given

product while risk is the consequences of making a purchasing mistake.

Antil (1998) stated that involvement is another issue which influences

consumer purchasing television. Involvement is the level of perceived personal

important or interest evoked by a stimulus, within a specific situation (Antil,

1998). The stimulus include the characteristics of television, situation and

advertisement. He stated that consumers’ willingness to buy is a function of the

interaction among the different brand of television. For example, when a

consumer is actively searching for information to make a planned purchase of a

new television set, the consumer’s involvement with television brands is likely

to be much higher. The reason that consumers perceive this higher level of

involvement is often through the efforts of the marketers, participating through

branding and advertising (Murply and Enis, 1986).

60
 Lastoricka (1999) stated that though the differences in individual values,

perceptions, interest and behaviours towards the product are not similar across

individuals. These individual differences are attributed to the characteristics of

the product, the different level of product involvement, income and innovation

(Antil, 1998). According to him, for the consumer, individual personality, stage

in purchase cycle, previous experience and financial situation also influence the

level of product involvement. Inventions and product improvements also cause

consumers to shift their purchase from goods which have been on the market

for a long time to newer items: from radio to television, from black and white

television to coloured television, from table television to wall coloured

television. (Lastroicka, 1999).

Zaickowsky (1986) indicated that high involvement consumers would be

more interested in acquiring information about the product than low

involvement consumers. He stated that high involvement consumers are

interested about products attributes and conscious about innovation especially

as far as television is concern, they strongly adhere to new products of coloured

television and therefore can be attracted by advertisement of new design, sizes,

shapes, colours of television, while low involvement individuals are not

interested about products attributes and innovation on television sets. These

consumers show lesser interest in the advertisement of different sizes, types,

designs, colours of television (Zaclknowsky, 1986). He explained that these set

61
of consumers prefer buying television in shops along the street, by the way side

or second hand television.

Wright (2003) stated that consumer are more likely to be involved in the

purchase of a product when the product is;

1. Important to the consumer because of its functional significance.

2. Entails significant risks

3. Has emotional appeal

4. Identified with norms of a group.

Assel (1999) opined that with new invention of different sizes, shapes,

colours of television sets advertised mostly on televisions and magazines,

consumers updates their electronic gadget by replacing old ones with new

models. Though Enis (1986) stated that advertised products such as television

can be more expensive than those not advertise, but buyers view the products to

be of high quality.

Gilso (2000) observed that advertising objectives are the result that the

advertising process and techniques are expected to achieve within the overall

marketing objectives. Since advertising is primarily “persuasive

communication,” it must take into consideration the type of consumers that are

being communicated with and what the communication is supposed to achieve.

For example the same purpose but the brand image about a “sony television”

created in the mind of the consumer as far as the quality and company

62
credibility goes, help in selling more song television set (Enis, 1986). Enis

stated that it should be noted, however that the brand image is only

supplementary to the product characteristic which must solve consumer needs

and problems.

According to Kotler (2004) a brand tells the buyer something about the

products’ quality. He stated that supposing a consumer goes for a shopping on

television set and sees different types, none of them carrying very little about

the quality and reliability of the different sets. However if they carry name such

as LG, sony, sears, sanyo, akira, they could conjure up different images of the

probable quality and reliability of the various sets (Kotler, 2003). Sellers of

shopping goods in Bayelsa State should communicate the product image and

brands properly for easy assess by consumers.

Related Empirical Studies

Not much empirical studies have been conducted in the area of the

present study, as a result of its obvious specialization. However a few studies

were located in its various aspects.

Joseph (1982) conducted a study on the effectiveness of advertising of

frequency on magazines in the markets of Mossouri and the city of Miwaukee

(both in the USA). The major purpose of the study was to examine the

relationship between opportunities to see advertising in print and advertising

63
effectiveness at predetermined levels of frequency in a controlled real

environment. The population of the study consisted of proprietors of magazine

shops in Mossouri and Miwaukee market (USA). The study used a survey

research design. It was found that greater advertised frequency produced

greater advertising effect. However the postulation that at least three exposures

are required to make a significant impact on consumers was disproved.

Contrary to this assumption, the result showed that while reported levels of

awareness of advertising built slowly, reported levels of measures of attitude as

brand awareness, favourable brand rating and willingness to buy jumped

sharply following the first “opportunity to see” advertising. Joseph’s study is

related to the present study because the study was designed to determine

influence of advertising on the sale of shopping goods.

Ibrahim (2008) conducted a study on the influence of television

advertising on the consumers of alcoholic products in Traraba-State. The

major purpose of the study was to determine the influence of television

advertising on consumers of alcoholic products. The population of the study

consisted of 100, 000 adult men and women consumers of alcoholic drinks

which are advertised on television in Taraba-State. A survey research design

was use for the study. It was found that television advertising largely influence

the way and manner consumers decide on the consumption of the products.

Ibrahims suggested that advertisers should always create awareness concerning

64
their products for more patronage. Ibrahims study is related to the present study

because the study was designed to find out the influence of television

advertising just as the present study is design to determine the influence of

advertising on the sale of shopping goods.

Oluba (2005) conducted a study on the influence of advertising in the

management of selected super-markets in Enugu metropolis. The major

purpose of the study was to find out the influence of advertising in the

management of selected super-market in Enugu metropolis. The population of

the study consisted of 200 managers and 100 workers of selected supermarkets

Enugu metropolis, the used a in survey research design. The major finding

revealed that though advertising can increase consumer interest and desire, but

it cannot force a consumer to purchase against their will. Oluba study relates to

the present study in that it used a survey research design and the present also

used a survey research design. Moreover, Oluba’s study focused on influence

of advertising on the management of selected supermarkets and in the same

way, the present study is focused on the influence of advertising on the sale of

shopping goods.

Adeolu, Taiwo and Mattew (2005) conducted study on influence of

advertising on consumer brand preference. The major purpose of the study was

to determine brand preference for Bournvita. The population of the study

consisted of 315 randomly selected consumers of food drinks in Lagos, Ibadan,

65
and Ile-Ife, cities in south western Nigeria. The study employed the survey

research design. Adeolu et al study revealed that consumers were influence by

advertising in their preference for the brand. The study also revealed that

consumers showed preference for Bournvita out of the various brands of the

food drink studies, and that the major reason advanced for the preference are

the captivating television advertising. Adeolu et al study is related to the

present study because it was designed to determine the influence of advertising

on consumer brand preference just as the present study was designed to

determine the influence of advertising on the sale of shopping goods.

Stephen (2000) conducted a study on values in Beer Advertising. A look

at beer commercials from the UK, the Netherlands and Germay. The major

purpose of the study was to determine whether or not the same advertising

themes (messages) and appeals are used in all the three countries to persuade

consumers to buy beer. The population of the study comprises of 150

proprietors of alcoholic drink stores, made up of 50 from each country. The

study use survey research design. The findings of the study showed that

anecdotal difference in advertising strategies was not merely a myth, and

clearly demonstrated that different values were used to promote the same

product in three geographically close countries Stephen’s study is related to the

present study because the study was designed to determine values in Beer

66
advertising just as the present study was designed to determine influence of

advertising on the sale of shopping goods.

Summary of Related Literature

The related literature on concepts of advertising showed that most of the

authors agreed that advertising is a non personal communication aimed at

persuading, reminding and informing target audience in order to buy a product,

service or idea. Some of the authors stated that advertising has only one

purpose i.e to sell something. The authors also agreed that colours, sizes,

qualities, price, styles, designs attract consumers very quickly to products

advertised.

The review revealed that advertising is popular and influential. However

some of the authors stated that it sometimes annoys viewers especially during

advertising. The authors agreed that advertising influences the sale of shopping

goods.

Three schools of thought were revealed. The first school was the

traditional type which looked at the sequence or stage through which

advertisers could lead people to pay attention, develop interest, desire and

action. Three sub-schools were examined in the traditional hierarchy model.

Similarly another set of models called alternative response hierarchy was

examined. Three models was included in this hierarchy. The authors referred to

them as standard learning hierarchy, dissonance attribution model and low

67
involvement model. The theory of elaboration likelihood model was examined.

This model revealed two basic routes to persuasion: the central route to

persuasion and peripheral route to persuasion.

With respect to the influence of advertising on the sale of men’s wears,

most of the authors agreed that frequent advertising of men’s wears increase

patronage. The authors also agreed that factors such as social factors, reference

groups, family, social roles and status affect consumption of men’s wears. The

authors also agreed that advertisers should schedule their promotional efforts

properly and timely so that target audience can be reached. On the influence of

advertising on the sale of men’s shoes, the authors emphases on brand loyalty.

They also listed some devices with which to attract consumers’ attention. Some

authors contended that messages that show young attractive adult enjoying the

life style to which teenagers aspired is a great influence. With regards to

influence of advertising on the sale men’s suits, the authors agreed that models

used in the advertisement of men’s suits will influence consumers interest very

quickly than product brands. The authors stated that advertisers should apply

advertising strategy that include long term advantage, co-operate advertising

and different media to influence consumers to buy men’s suits. Some of the

authors criticized advertisement of men’s wear while others encouraged the use

of magazines so as to reduce cost.

68
 On the influence of advertising on the sale of women’s wears, all the

authors agreed that advertising should be intensive in order to register brand

name in the mind of consumers. They also agreed that advertisement portrays

individual culture, self image and identity. Some authors emphases that

advertising may have a negative effect on the viewers while some agreed that

advertisers have the right to pass whatever message they want to. On the

influence of advertising on the sale of ladies’ handbags, all the authors agreed

that advertising of different colours, sizes, qualities, styles and brands has a

great influence on the sales of ladies hand bags. Some authors emphases that

television and magazine advertising will make more impact than radio and

newspapers. The authors stated that most advertising use celebrities and these

greatly influence consumption behaviour. They stated that advertisers always

provide appropriate attractive entertainment that stimulate consumer to buy.

. As regards the influence of advertising on the sale of jewelry, the

authors stated that consumers or individuals, mostly women, always want to

look attractive and be noticed by what they wear. The authors also agreed that

advertisers use feelings oftentimes to influence consumers about some

products, even though the consumers reaction might be unpredictable. The

authors also emphases the use of celebrities, models to attract consumers

attention to buy jewelry. They agreed that other medias which are cheaper than

television advertising can be use for the advertisement.

69
 The empirical studies buttressed the fact that advertising, whether on

magazines, radio or television influences behaviour. Only a few of the authors

disagreed that advertising influences consumers’ behaviour. None of the

previous studies was on the influence of advertising on the sale of shopping

goods. This study therefore aims at filling the gap.

70
 CHAPTER III

METHODOLOGY

This chapter describes the procedures used in carrying out the study.

These include the design of the study, area of the study, population of the

study, description of the instrument used, validation and reliability of the

instrument, instrument for data collection, techniques for data analysis.

Design of the Study

The study adopted a survey research design to determine the influence of

advertising on the sale of shopping goods. The survey design is chosen because

of the nature of the study-investigating the subjects in their natural setting

without manipulation. Osuala (2005) stated that through survey, researchers

obtain vital facts about people; their beliefs, opinion, attitudes and behaviors.

This further justifies the selection of the survey design for this study.

Areas of the Study

The area of the study is Bayelsa State. Bayelsa State is one of the 36

States of Nigeria, which was created in October 1996. The State comprises

eight Local Government Areas. The state is administratively divided into three

zones otherwise known as senatorial districts. The zones are Western zone

which comprises two local governments (Sagbama and Ekeremo), southern

zone comprises three local government areas (Brass, Nembe and Southern Jaw)

71
while the central zone consist of three local government area (Yenagoa,

KoloKuma, Opokuma and Ogbia). According to NPC 2006 population census,

the total population of the State stood at 1,704,515 people. This figures

comprises infants, young, old, male and female.

Bayelsa State is located in the south -south zone of Nigeria. It shares

boundaries with River State in the south east, Atlantic Ocean at the south-south,

Delta state in the west and Imo-state at the North. The major occupations of the

inhabitant of the state include fishing, farming and trading. The state enjoys

social amenities such as electricity, water and fairly good road network,

television stations, public address system, and both private and public viewing

centers. Bayelsa state is chosen for this study because there are many shops

owned by proprietors /proprietress of women and men dress materials. The

urban and rural inhabitants have enough male and female shoppers.

Population of the Study

The population of the study consisted of 145 store proprietors in three

senatorial zones of Bayelsa State. The numerical strength of the proprietors was

obtained from the Revenue Collectors offices of the three local governments

that make up the central zone, and two from the three local governments that

make up the southern zones and one from the two local governments that make

up the western zones. These are Yenagoa, Southern Ijaw, Ogbia, Brass and

72
Sagbama. Table 1 presents the population distribution. Since the size of the

population is manageable, no sample was drawn. The entire population was

therefore be studied.

Table 1

Population Distribution of Registered proprietors

In LGA in Bayelsa State

S/N Local govt. area No of registered

proprietors
1 Yenagoa 75

2 Southern Ijaw 21

3 Ogbia 23

4 Brass 10

5 Sagbama 16

Total 145

Source: Revenue collectors offices of the five local government that made up

the senatorial zone.

Instrument for Data Collection

A five point rating scale of very strong influence (VSI), strong influence

(SI), somewhat strong influence (SSI), weak influence (WI), no influence (NI)

made up of structured questionnaire items was used for the purpose of

73
collecting data for the study. The questionnaire was divided into five main

sections. Section A deals with the general information about the respondents.

Section B: This section deals with research question one. The section

covers questionnaire 1-10, and the response categories of very strong influence,

strong influence, somewhat strong influence, weak influence, no influence was

used. The items answered research question 1 that deals with to what extent

does advertising influence the sale of men’s wears.

Section C: This deals with research question 2, which seek to establish

the extent to which advertising influence the sale of women’s wears. It is made

up of ltems 11-20.

Section D: Deals with research question 3, the section covered

questionnaire items 21-30 and are used to ascertain to what extent does

advertising influence the sale of jewelry.

Section E: Deals with research question 4 which seek to ascertain to

what extent advertising influence the sale of television. It is made up of

questionnaire items 31-40.

Validation of the Instrument

The questionnaire was subjected to face validation by two experts in

Department of Vocational Teacher Education, university of Nigeria Nsukka,

and one expert in the Marketing Department of the Enugu campus of the

74
University of Nigeria. Their suggestions and comments on the questionnaire

items were incorporated into the final copy of the instrument.

Reliability of the Instrument

To ensure reliability of the instrument, trial test on 20 proprietors of

shopping goods in the central zone of River State was administered. The

reliability test was carried out on the instrument to determine the internal

consistency of the instrument. Cronbach alpha co-efficient was used to

determine its reliability. The four sections of the instrument were found

determine to have the reliability co-efficient values of 0.85, 0.75, 0.67 & 0.75

respectively.The overall reliability co-efficient was 0.75 which means that the

reliability of the instrument was high.

Method of Data Collection

The questionnaire was administered personally with the help of three

trained research assistants. The questionnaire was administered by visiting the

shops and on completion by the respondents, the questionnaire was retrieved

immediately by the researcher and her assistants. All was retrieved and all was

useful.

Techniques for Data Analysis

Research questions 1-4 was analyzed using a five point rating scale. The

mean ( x ) of the questionnaire items was computed and interpreted based on the

75
statistical real limit of the numbers. The hypotheses was tested at 0.05 level of

the significance using “t” test.

Decision Rule

Any item with mean score equal to or greater than 3.00 was taken as

strong influence while any mean that is equal or lesser than 2.90 was taken as

no influence The null hypotheses were tested using ‘t’ test to determine the

acceptance or rejection region of the hypotheses. If the t-calculated is less than

critical t-value for the given degree of freedom, the null hypotheses were

accepted, but if the t-calculated for the given degree of freedom was equal or

more than the critical t-value, then the null hypotheses were rejected.

76
 CHAPTER IV
ANALYSIS AND PRESENTATION OF DATA
This chapter presented and analyzed the data generated in the study

Research Question 1:
To what extent does advertising influence the sale of men’s wears in Bayelsa
State?
Data relevant to this research question were presented in Table 2

Table 2:
Mean responses on the extent of influence of advertising on the sale of men’s
wears
Item statements VSI SI SSI WI NI Mean S.D Remark

S/N
1 Frequent advertising influences the number of 128 17 - - - 4.86 0.384 Strong
units of men’s packet shirts sold in shops Influence
2 Display of different colours of men’s packet 102 36 7 - - 4.64 0.567 strong
shirts on shelf attracts consumers’ attention and influence
thereby influence them to buy
3 Advertising of various sizes of men’s packet 91 34 19 1 - 4.50 0.753 strong
shirts on bill board using celebrities influence influence
the sale of men’s packet shirts
4 A single exposure to advertisement on different - - 24 97 23 2.07 0.614 No
colours of men’s shoes influences the sale of influence
shoes
5 Frequent exposure of advertisement on various 118 22 5 - - 4.76 0.526 strong
brands of men’s shoes increases consumers influence
awareness of the availability of different sizes
and in turn influence sale
6 Advertising of several colours and sizes of 122 19 4 - - 4.79 0.486 strong
men’s shoes in magazines influence sale of influence
men’s shoes
7 Frequent advertising of different qualities of 121 20 4 - - 4.78 0.492 Strong
men’s shoes remind the consumers about the influence
product availability and as a result influence
consumers to buy
8 Display of men’s suits on stands in shops 126 15 4 - - 4.82 0.464 Strong
attracts consumers’ attention and influences influence
them to buy
9 Advertising of men’s suit on television using 123 20 2 - - 4.81 0.442 Strong
models influences viewers to buy which in turn influence
increase sale
10 Advertising that portrays unique qualities of 130 12 3 - - 4.86 0.412 Strong
men’s suit influence consumers to buy and influence
thereby influences sale

77
 Table 2 above showed that for item 1, 128 respondents agreed to very

strong influence, on the frequent advertising influencing the number of units of

men’s packet shirt sold, 17 to strong influence, none to somewhat strong

influence, none to weak influence and none to no influence. This showed a

mean score of 4.86 and implied that frequent advertising influences the number

of units of men’s packet shirts sold in shops. With reference to item 2, 102

respondents agreed to very strong influence, 36 to strong influence, seven to

somewhat strong influence, none to weak influence and no influence. With a

mean score of 4.64, it implied that the respondents agreed that display of

different colours of men’s shirts on the shelf influences consumers to buy.

With reference to item 3, 91 respondents agreed to very strong influence,

34 to strong influence, 19 to somewhat strong influence, one to weak influence

and none to no influence. This resulted to a mean score of 4.50 indicating that

most of the respondents agreed that advertising of various sizes of men’s wear

influence sale. On questionnaire item 4, none of the respondent agreed to very

strong influence, one to strong influence, 24 to somewhat strong influence, 97

to weak influence, 23 to no influence. A mean score of 2.07 showed that the

respondents disagreed that a single exposure of advertisement on different

colours does not influence consumers to buy men’s wears.

As regards questionnaire item 6, 122 respondents responded to very

strong influence, 19 to strong influence, four to somewhat strong influence,

78
while none responded to weak influence and no influence. This gave a mean

score of 4.79 and implied that the respondents agreed that advertising of several

colours and sizes of men’s shoes in magazines influence consumers to buy. On

questionnaire item 7, 121 respondents agreed to very strong influence, 20 to

strong influence, four to some what strong influence, none to weak influence

and no influence. This gave a mean score of 4.78 which implied that the

respondents agreed that the display of men’s suits on stand in shops attract

consumers to buy. On item 9, 123 respondents agreed to very strong influence,

20 to strong influence, 2 to somewhat strong influence, none to weak influence,

and no influence. A mean score of 4.81 showed that most of the respondents

agreed that advertising of men’s suit on television influence sale. Item 10

showed that 130 respondents agreed to very strong influence, 12 to strong

influence, three to somewhat strong influence, none to weak influence and no

influence. A high mean score of 4.86 indicated that majority of the respondents

agreed that advertising that portrays unique qualities of men’s suits influences

consumers to buy.

Research Question: 2

To what extent does advertising influence the sale of women’s wear in Bayelsa-

State?

Data relevant to this research question were present in Table 3

79
Table 3:

Mean Responses on the extent of influence of advertising on the sale of

women’s wears
S/N Item statements VSI SI SSI WI NI Mean S.D Remark
11 Display of different colours of 62 47 36 - - 4.27 0.832 Strong
women’s clothing’s in magazines to influence
remind consumers of the availability
influences the sale of women’s
clothing
12 Advertising the attractive properties 54 41 42 8 - 4.14 0.931 Strong
of women’s clothing’s draw their influence
attention and influence women to
buy and as a result increase the sale
of women’s clothing
13 Repetitive advertising of women’s 55 46 36 8 - 4.17 0.915 Strong
clothing makes the clothing very influence
unique which in turn influences sale
14 Continuous advertising of different 52 35 58 - - 4.17 0.877 Strong
styles of ladies shoes influence their influence
sale
15 Advertising of various designs of 38 47 56 4 - 3.93 0.884 Strong
ladies shoes in newspapers influence
influences sale
16 Advertising of a particular brand of 114 24 7 - - 4.76 0.526 Strong
ladies shoes on television influences influence
sale
17 Frequent advertising of different 28 11 29 73 4 3.11 1.345 Strong
brand of ladies hand bags on radio influence
encourages brand loyalty and
consequently influences sale
18 Advertising of various designs of 81 44 20 - - 4.48 0.722 Strong
ladies hand bags on bill boards influence
attracts consumers’ attention and as a
result influences sale
19 Advertising of different qualities of 117 26 2 - - 4.76 0.462 Strong
ladies hand bags influences the influence
number of units of the product sold
20 Regular display of ladies hand bags 119 25 1 - - 4.81 0.421 strong
on showcase and strategic areas of influence
the shop draws the attention of
consumers and influence them to buy

As can be seen from the data presented in Table 3, 62 respondents

agreed to very strong influence on display of different colours of women’s

clothing, 47 of the respondents to strong influence, 36 to somewhat strong

80
influence, none to weak influence, none to no influence. This gave a mean

score of 4.27, which showed that the respondents agreed that different colours

of women’s clothing displayed on the pages of magazines, attracts consumers

to buy. Item 12 showed that 54 agreed to very strong influence, 41 to strong

influence, 42 to somewhat strong influence, eight to weak influence and none

to no influences. A mean score of 4.14 showed that the respondents agreed that

advertising the attractive properties of women clothing influence sale.

With reference to item 13, 55 respondents agreed to very strong

influence, 46 to strong influence, 36 to somewhat strong influence, eight to

weak influence and none to no influence. This result showed a mean of 4.17

which showed that the respondents agreed that repetitive advertising of

women’s clothing influence sale. Item 14 showed that 52 respondents agreed

to very strong influence, 35 to strong influence, 58 to somewhat strong

influence, none to weak influence and none to no influence. This result showed

a mean of 4.17, which implied that the respondents agreed that continuous

advertising of women’s clothing influence sale. In item 15, 38 respondent

agreed to very strong influence, 47 to strong influence, 56 to somewhat strong

influence, four to weak influence and none to no influence. With a mean score

of 3.93, it implied that the respondents agreed that advertising of ladies shoes in

newspapers influence consumers to buy.

81
 Of the 145 respondents that responded to questionnaire Item 16,114

agreed to very strong influence, 24 to strong influence, seven to somewhat

strong influence, none to weak influence and no influence. A mean score of

4.76 showed that the respondents agreed that advertising of a particular brand

influence sale. Item 17 showed that 28 respondents agreed to very strong

influence, 11 to strong influence, 29 to somewhat strong influence, 73 to weak

influence and four to no influence. A mean score of 3.11 showed that the

respondents agreed that frequent advertising of different brand of ladies hand

bags on radio influence sale. In item 18, 81 agreed to very strong influence, 44

to strong influence, 20 to somewhat strong influence, none to weak influence

and no influence. This showed a mean score of 4.48 which implied that the

respondents agreed that advertising of various design influence sale. .On

questionnaire Item 19, 117 agreed to very strong influence, 26 to strong

influence, 2 to somewhat strong influence, none to weak influence and no

influence. A mean score of 4.71 indicated that advertising of different qualifies

of ladies shoes influence the units of shoes sold. In item 20, 119 respondents

agreed to very strong influence, 25 to strong influence one to somewhat strong

influence, none to weak influence and no influence. A high mean score of 4.81

showed that regular display of ladies hand bags influence consumers to buy.

82
Research Question 3:

To what extent does advertising influence the sale of jewelry.

Data relevant to this research question were presented in Table 4.

Table 4:
Mean responses on the extent of influence of advertising on the sale of jewelry.
S/N Item statements VSI SI SSI WI NI Mean S.D Remark
21 Catchy and persuasive television 84 61 - - - 4.97 0.497 strong
advertising draws consumers’ influence
attention to the jewelry advertised
and influences consumers to buy
22 Well presented radio advertisement - 4 48 72 16 2.32 0.732 No
of jewelry attracts consumers influence
attention and influence them to buy
23 Display of various types of jewelry in 108 25 12 - - 4.63 0.644 strong
a show case attract consumer’s influence
attention to buy which in turn
influence sale
24 Advertising of different types of 101 27 12 2 - 4.69 0.12 strong
jewelry on magazines attracts influence
consumers attention and as well
influence them to buy
25 Advertising of different qualities of 111 30 4 - - 4.73 0.493 Strong
jewelry on a bill brand influence sale influence
of jewelry
26 Advertising of jewelry through radio 4 - 33 100 8 2.22 0.667 No
slogan and jingles influences sale influence
27 Direct mailing of jewelry ordered by 95 45 3 2 - 4.61 0.594 Strong
consumers increase high level of influence
customer relationship and in turn
influence sale
28 Newspaper advertising of different 116 17 10 - 2 4.70 0.694 strong
designs of jewelry create discontent influence
in the mind of consumers and in turn
influence sale
29 Television advertising of different 110 28 3 4 - 469 0.669 strong
styles of jewelry influence sale influence
30 Advertising special brand of jewelry 107 34 4 - - 4.71 0.545 strong
captures consumers’ attention and influence
influence them to buy

As can be seen from the data presented in Table four on item 21, which

sought to know whether catchy and persuasive advertising draw consumers

attention to buy the jewelry , 84 respondents agreed to very strong influence, 61

83
to strong influence, none to somewhat strong influence, none to weak influence

and no influence. A high mean score of 4.97 showed that majority of the

respondents agreed that catchy and persuasive television advertising draw

consumers attention and influence them to buy and in turn influence sale. Item

22 showed that none of the respondents agreed to very strong influence, four

agreed to strong influence, 48 to somewhat strong influence, 72 to weak

influence and 16 to no influence. A low mean score of 2.32 showed that

majority of the respondents disagreed that radio advertisement does not

influence consumers to buy.

With reference to questionnaire item 23, 108 respondents responded to

very strong influence, 25 to strong influence, 12 to somewhat strong influence,

none to weak influence and no influence. This gave a mean score of 4.63,

which implied that the respondents agreed that display of various types of

jewelry in a show case attracts consumers attention and influences them to buy.

On item 24, 101 respondents responded to very strong influence, 27 to strong

influence, 12 to somewhat strong influence two to weak influence and none to

no influence. This gave a mean score of 4.69 and it implied that the respondents

agreed that advertising of different types of jewelry brand influences consumers

to buy. On questionnaire Item 25, 111 respondents agreed to very strong

influence, 30 to strong influence, four to somewhat strong influence, none to

weak influence and no influence showing a mean score of 4.73. This implied

84
that most of the respondent agreed that advertising of different qualities of

jewelry on bill boards influence sale.

As regards questionnaire Item 26, four respondents agreed to very strong

influence, none to strong influence, 33 to somewhat strong influence, 100 to

weak influence and eight to no influence. This gave a low mean score of 2.22

and it implied that advertising of jewelry through radio slogan does not

influence sale. Item 27 showed that 95 respondents agreed to very strong

influence, 45 to strong influence, three to somewhat strong influence, two to

weak influence and no influence. This result showed a mean score of 4.61,

which implied that direct mailing of jewelry that is ordered influences sale. For

questionnaire item 28, 116 respondents responded to very strong influence, 17

to strong influence,10 to somewhat strong influence, none to weak influence

and two to no influence. This showed a mean of 4.70 and that implied that

respondents agreed that newspaper advertising of jewelry influences sale. On

questionnaire item 29, 110 agreed to very strong influence, 28 to strong

influence, three to somewhat strong influence, four to weak influence and no

influence. This resulted to a mean score of 4.69 indicating that most of the

respondent agreed that television advertising of jewelry influences sale. With

reference to item 30,107 agreed to very strong influence, 34 to strong influence,

four to somewhat strong influence, none to weak influence and no influence.

85
With a mean score of 4.71, it implied that most of the respondents agreed that

advertising special brand of jewelry influences sale.

Research Question 4:

To what extent does advertising influence the sale of television in Bayelsa

State?

Data relevant to this research question were presented in Table 5

Table 5:

Mean responses on the extent of influence of advertising on the sale of

television
S/N Item statements VSI SI SSI WI NI Mean S.D Remark
31 Repetitive advertising draws consumers 76 61 8 - - 4.52 0.585 strong
attention to the different types of television influence
and influence sale
32 Advertising of different types of television 4 4 30 95 12 2.21 0.728 No
on radio influence consumers to buy, which influence
in turn influence sale
33 Display of various sizes of television in 119 22 4 - - 4.80 0.455 strong
shops draws consumers attention and influence
influence them to buy and in turn increase
sale
34 Advertising of different brands of television 82 61 - 2 - 4.59 0.559 strong
makes consumers more inquisitive to buy influence
and as such influence sale
35 Advertising of different shapes of television 115 16 12 2 - 4.71 0.640 strong
in shops influence the sale of television influence
36 Advertising of various designs of television 92 46 7 - - 4.61 0.612 strong
on bill boards motivates consumers interest influence
to buy and in turn influence sale
37 Frequent advertising of new designs of 70 61 10 3 2 4.37 0.800 strong
television influences the purchase of new influence
ones
38 Newspaper advertising of different qualities 4 17 91 33 - 2.96 0.652 No
of televisions in order to build positive influence
business image influence sale
39 Radio advertising of television influences - 4 61 73 7 2.39 0.648 No
consumers to buy influence
40 Advertising of the attractive properties of 102 26 12 - - 4.68 0.615 strong
different sizes of television influences influence
consumers to buy which in turn influences
sale

86
 With regard to table 5, on item 31,which deals with repetitive advertising

76 respondents agreed to very strong influence, 61 to strong influence, eight to

somewhat strong influence, none to weak influence and no influence. This

gave a mean score of 4.52 indicating that the respondents agreed that repetitive

advertising draws consumers attention to different types of television and

influences sale. On questionnaire item 32, four respondents agreed to very

strong influence, four to strong influence, 30 to somewhat strong influence 95

to weak influence and 12 to no influence. A low mean score of 2.26 showed

that advertising on radio does not influence consumers to buy.

On questionnaire item 33, 119 respondents agreed to very strong

influence, 22 to strong influence, four to somewhat strong influence, none to

weak influence and no influence. With a mean score of 4.80 it implied that the

respondents agreed that display of various sizes of television in shops attract

consumers to buy. For questionnaire item 34, 82 respondents agreed to very

strong influence, 61 to strong influence, none to somewhat strong influence,

two to weak influence and no influence. A mean score of 4.59 showed that

advertising of different brands of television makes consumers more inquisitive

to buy. On questionnaire item 35, 115 respondents agreed to very strong

influence, 16 to strong influence, 12 to somewhat strong influence, two to weak

influence, none to no influence. This showed a mean score of 4.71 which

87
implied that the respondents agreed that advertising of different brands of

television in shops influence sale.

As regards to Item 36, 92 respondents agreed to very strong influence,

46 to strong influence, 7 to somewhat strong influence, none to weak influence,

and no influence. This resulted to a mean score of 4.61 indicating that the

respondents agreed that advertising of various designs of televisions on bill

boards influence consumers to buy. For item 37, 70 respondents agreed to very

strong influence, 61 to strong influence, 10 to somewhat strong influence, three

to weak influence, two to no influence. This showed a mean score of 4.37 and

it implied that frequent advertising of new designs of television influences

consumers to buy. With reference to questionnaire item 38, four respondents

agreed to very strong influence, seven to strong influence, 91 to somewhat

strong influence, 33 to weak influence and none to no influence. This showed a

mean score of 2.96 which implied the respondents agreed that newspaper

advertising does not influence consumers to buy.

On questionnaire Item 39, none of the respondents agreed to very strong

influence, four to strong influence, six to somewhat strong influence, 73 to

weak influence, seven to no influence. This result showed a mean score of 2.39

and it indicated that the respondents agreed that radio advertising of television

does not influence consumers to buy. Of the 145 respondents who responded

to questionnaire item 40, 102 agreed to very strong influence, 26 to strong

88
influence, 12 to somewhat strong influence, none to weak influence and no

influence. This gave a mean score of 4.68 which showed that the respondents

agreed that advertising of the attractive properties of different sizes of

television influence consumers to buy.

89
Hypotheses Testing

HO1: There is no significant difference in the mean responses of young and

adult proprietors on the influence of advertising on the sale of shopping goods

in Bayelsa State.

Data relevant to this hypothesis were presented in Table 6

Table 6:
The t-test result of the mean responses of proprietors of shopping goods on the

influence of advertising on the sale of shopping goods in Bayelsa State

S/N Group X SD NO DF t-cal Level t-crit Decision

of Sig

1 Young 4.23 0.85 87 143 -0.150 0.05 196 Accept

2 Adult 4.25 0.88 58 Ho1

Where
X = Mean t-crit = t – critical
t- cal = t – calculated Df= degree of freedom
SD=Standard Deviation Sig = significant difference

As can be seen in Table 6,the t-test analysis showed that the t-calculated value

of -0.150 is less than the t-critical value of 1.96 at 0.05 level of significance and

143 degree of freedom. Based on this result, the HO1 was accepted. This

implied that there were no statistical significant difference between the mean

scores of young and adult proprietors on the influence of advertising on the sale

of shopping goods in Bayelsa State.

90
HO2: There is no significant difference in the opinions of male and female

proprietors on the influence of advertising on the sale of shopping goods in

Bayels-State.

Data relevant to hypothesis 2 were presented in Table 7

t-test result of the mean responses of male and female proprietors on the

influence of advertising on the sale of shopping good in Bayelsa State.

S/N Group X SD No Df t-cal Level t-crit Decisio

of sig n
1 Male 4.2300 0.85 71 143 0.810 0.05 1.96 Accept
2 Female 4.2472 0.88 74 HO2

As can be seen in Table 7, the t-test analysis showed that the t-calculated value

0.810 is less than the t-critical value of 1.96 at 0.05 level of significance and

143 degree of freedom. Based on this result, the HO2 was accepted. This

implied that there was no statistical significant difference between the mean

scores of male and female proprietors on the influence of advertising on the

sale of shopping goods in Bayelsa State.

91
HO3:There is no significant difference in the opinion of rural and urban

proprietors on the influence of advertising on the sale of shopping goods in

Bayelsa State

Data relevant to hypothesis 3 were presented in Table 8.

t-test result of the mean responses of urban and rural proprietors on the

influence of advertising on the sale of shopping goods in Bayelsa State

S/N Group X SD N Df t-cal Level t-cal Decision

of sig
1 Rural 4.1712 0.894 74 143 -0.429 0.05 1.96 Accept
2 Urban 4.2949 0.844 71 HO3

With regards to Table 8, the t-test analysis showed that the t-calculated value of

-0.429 is less than the t-critical value of 1.96 at 0.05 level of significance and

143 degree of freedom. Based on this result, the HO3 was accepted. This

implied that there was no statistically difference between the mean score of

proprietors of shopping goods in rural and urban on the influence of advertising

on the sale of shopping goods

92
HO4: There is no significant difference in the opinion of retailers and

wholesalers proprietors on the influence of advertising on the sale of shopping

goods in Bayelsa State.

Data relevant to hypothesis 4 were presented in Table 9:

t-test result of the mean responses of retailers and wholesalers proprietors on

the influence of advertising on the sale of shopping goods in Bayelsa State.

S/N X SD No Df t-cal Level t-cal Decision

of sig
Retailer 4.2490 0.8513 114 143 1.795 0.05 1.96 Accept
Wholesaler 4.1671 0.93170 31 HO4

With reference to Table 9, the t-test analysis showed that the t-calculated value

of 1.795 is less than the t-critical value of 1.96 at 0.05 level of significance and

143 degree of freedom. Based on this result the HO4 accepted. This implied that

there was no statistical significant difference between the mean scores of

retailers and wholesaler proprietors on the influence of advertising on the sale

of shopping goods.

93
Major Findings
Research Question
Based on the data analysed, respondents

1. Proprietors of shopping goods were in agreement that the following were

the major factors on influence of advertising on men’s wear

(a) Continuous advertisement of men’s wear on television

(b) Display of different colours of men’s wear on shelf

(c) Advertising of various sizes of men’s wear on bill boards

(d) Advertisement of several colours of men’s wears on magazines

(e) Advertising of men’s suits on television using models.

However proprietors of shopping goods disagreed that a single exposure to

advertising do not influence sale of shopping goods

2. Based on the data analysed, respondents were in agreement with the

following factors

(a) Display of different colours of women’s clothings in magazines

(b) Advertising the attractive proprieties of women’s clothing in

newspapers

(c) Continuous advertising of women’s clothing on television

(d) Frequent advertising brands of women’s wear on billboards

(e) Regular display of ladies hand bags on showcase and at strategic

areas of the shop

94
 However respondents disagreed that advertisement of women’s wears on

radio does not influence them to buy.

3. Based on that data analysed, respondent were in agreement that the

following factors influence the sale of jewelry

(a) Catchy and persuasive television advertising.

(b) Display of various types of jewelry in a showcase.

(c) Advertising of different types of jewelry in magazines.

(d) Advertising of different qualities of jewelry on billboards.

(e) Direct mailing of jewelry ordered by consumers.

(f) Newspaper advertising of different designs of jewelry.

(g) Television advertising of different styles of jewelry.

4. Based on the data analyed , respondents were in agreement that the

following factors influence sale of television

(a) Continuous advertising.

(b) Display of various sizes of television in shops.

(c) Advertising of various designs on billboards.

(d) Advertising of new designs

However respondents disagreed with the following factors

(a) Newspaper advertising of different qualities of television

(b) Radio advertising.

95
Hypotheses

1. Findings pertaining to Ho1 revealed that there was no significant

difference between the mean responses of young and adult proprietors

of shopping goods. The t-calculated value of -0.150 is lesser than the

t-critical value of 1.96 at 0.05 level of significant and 143 degree of

freedom.

2. Findings pertaining to Ho2 revealed that there was no significant

difference between the mean responses of male and female proprietors

of shopping goods. The calculated value of 0.810 is lesser than the t-

critical value of 1.96 at 0.05 level of significant and 143 degree of

freedom.

3. Finding pertaining to Ho3 revealed that the calculated t-values for all

the items in table 3 were lower than the table t-value of 1.96 at 0.05 of

level of significance. There was no significant difference in the mean

responses of rural and urban proprietors of shopping goods. The

calculated two-tailed valued of 0.004 is lesser than 0.05 level of

significant and 143 degree of freedom

4. Findings pertaining to Ho4 reveled that there was no significant

difference in the mean responses of retailers and wholesalers

proprietors of shopping goods. The calculated t-value of 1.795 is

96
 lesser than t-table of 1.96 at 0.05 level of significant and 143 degree of

freedom

Discussion of Findings

Research Questions

a. It was found that respondents agreed that advertising influence the sale

of men’s wears. This finding is in agreement with the finding of

Modern (1991) who confirmed that advertising is used to establish

basic awareness of the product in the mind of potential customers and

to build up knowledge about it. The finding is also in agreement with

the finding of Joseph (1982) who found that greater advertised

frequency produced greater advertising effect. Joseph’s finding also

was inconsistent with the postulation that at least three exposures were

required to make a significant impact on consumers.

b. It was found that majority of the respondents were in agreement that

advertising influence the sale of women’s wears. This finding is in

agreement with the finding of Ibrahim (2008) who found that television

advertising largely influence the way and manner consumers decide on

the consumption of products. The findings is also in agreements with

the finding of Patzer in Gail (2008) who found that physical

97
 attractiveness of models increased effectiveness of promotional and

marketing activities.

c. It was found that majority of the respondents were in agreement that

advertising influence the sale of jewelry. This finding is in agreement

with the finding of Harris (1996) who found that attractive models in

advertisement had influence on evaluation of advertisement. The

finding is also in line with the finding of Karmis (2008) who found that

an attractive female or male model served as effective source of

information for a product.

d. It was found that advertising influence the sale of television. This

finding is in agreement with the finding of Oluba (2005) who found

that advertising could increase consumer interest and desire. Oluba’s

finding also disapproved the postulation that advertising cannot force

consumers to purchase against their will. The finding is also in

agreement with the finding of Adeolu, Taiwo and Matthew (2005)

which found that advertising influence consumers in their brand

preference. The findings is further supported by the finding of Sandra

and Morarty (1998) who found that the use of testimonials; where the

person praised the product on the basis of his or her experiences with

it, influence consumers.

98
Hypothesis 1

a. It was found that there was no statistical significant difference between

the mean responses of young and adult proprietors of shopping goods

on the influence of advertising. The null hypothesis (Ho) was accepted

because t-calculated of -0.150 was lesser than the t-critical of 1.96 at

0.05 level of significant. The finding is in agreement with the finding

of Richard (1996) who found factors such as age, reference group,

family influencing consumer’s buying behaviour.

b. It was found that there was no statistical difference between the mean

responses of male and female proprietors of shopping goods. The null

hypothesis was accepted because the t-calculated value of 0.810 was

lesser than t-critical value of 1.96 at 0.05 level of significant. The

finding is in agreement with the finding of Gail, Bilgana and Cornwell

(2009) who found a relationship of advertising effects and purchase of

young females.

c. It was found that there was no statistical significant difference between

the mean responses of rural and urban proprietors of shopping goods.

The null hypothesis was accepted because the t-calculated value of -

0.429 was lesser than t-critical value of 1.96 at 0.05 level of significant.

d. It was found that there was no statistical significant different between

the mean responses of retailers and wholesalers proprietors of shopping

99
goods. The null hypothesis was accepted because the t-calculated

value of 1.795 was lesser than t-critical value of 1.96 at 0.05 level of

significant.

100
 CHAPTER V

SUMMARY, CONCLUSIONS AND RECOMMENDATIONS

This chapter presents the summary of the study conclusion and

recommendations.

Re-statement of Problem.

The purpose of advertising is to create awareness of the products

advertised. In order to achieve this aims, producers frequently advertise their

products (Jonathan, 1995). Despite the advertising of shopping goods such as

men’s packet shirts, women’s clothing, jewelry, television etc, consumers’

attention is not always drawn to it, because consumer in Bayelsa State have

their areas of interest and the type of goods they buy. For example consumers

prefer to buy used product, because they have the impression that it lasts longer

and that those kind of products are not common. Also most of the shopping

goods in the shops always carry a price tag which makes it difficult for the

buyers to bargain. They prefer to buy by the road side or open market where

they can bargain.

According to Kotler (2006), advertising seeks to build a brand

preference or to educate people. However, consumers in Bayelsa State show

less interest on brand preference. Some consumers prefer to buy by the road

side or in the open market where they can bargain. Most consumers prefer to

buy used materials to buying branded materials in a shop. In Bayelsa State,

101
there is little or no public communication media through which consumers are

educated about a product. Most consumers do not get information about

shopping goods that will be of benefit to them. for example when a promo or

discount are given for buying a product, some consumers who do not have

access to television, radio or public communication media might not be aware.

Shopping goods are those goods consumers purchase after comparing

quality, price, style, colour and size (Kotler, 2003). On the contrary, consumers

in Bayelsa State prefer to consider cost, transportation and nearness to the

market whenever they want to buy their products. Osuala (1987) explained that

sellers advertise numerous general products, to increase sales of the products

category. But consumers in Bayelsa State consider advertised products that are

sold in the shops to be very expensive thereby preferring to buy in the open

market.

Advertising based on sizes, colour, shapes, qualities of televisions may

influence consumers to buy, however consumers who do not watch TV

advertisement frequently will not be so influenced. Furthermore, many

consumers think it is a waste of time, those who do not have access to

television may not be influenced by such advertisement. Though consumers in

Bayelsa State consider factors such as cost, income, transportation, nearness to

market etc. However consumers who buy original products will prefer to buy

102
quality products from the shops. It is important therefore to ascertain the

influence of adverting on the sale of shopping goods.

Summary of Procedures Used

The major purpose of the study was to determine the extent to which

advertising influence the sale of shopping goods in Bayelsa-state. The study

answered four research questions and tested four hypotheses at 0.05 level of

significance. The population of the study consisted of 145 proprietors of

shopping goods in Bayelsa state, comprising of Urban and rural, male and

female, wholesalers and retailers, young and adult. The entire population was

studied, hence no sample was taken. Structured questionnaire consisting of 40

items was developed and used for data collections. The instrument was face-

validated by three experts, two from university of Nigeria Nsukka while the

other was from University of Nigeria, Enugu campus. Crombach Alpha

methods of establishing reliability was used to determine the internal

constituency of the instrument and this yielded a reliability coefficient of 0.05.

A total of 145 copies of the questionnaire was distributed to respondents by the

researcher and two research assistants who repeatedly visited the proprietor’s

shops. All the questionnaires were correctly filled and returned. The data

collected were analyzed using mean score while t- test statistic was used to test

the four null hypotheses at 0.05 level of significance.

103
Summary of Findings

Based on the data analyzed, the following findings were made:

Research Questions

1. The following influenced the sale of men’s wears

(a) Continuous advertisement of men’s wear on television

(b) Display of different colours of men’s wear on shelf

(c) Advertising of various sizes of men’s wear on bill boards

(d) Advertisement of several colours of men’s wears on magazines

(e) Advertising of men’s suits on television using models.

2. Advertising of women’s wears are influenced by the following

(f) Display of different colours of women clothings in magazines

(g) Advertising the attractive proprieties of women’s clothing in

newspapers

(h) Continuous advertising of women’s clothing on television

(i) Frequent advertising of brands of women’s wear on billboards

(j) Regular display of ladies hand bags on showcase and strategic

areas of the shop

3. The following influenced the sale of jewelry

(h) Catchy and persuasive television advertising.

(i) Display of various types of jewelry in a showcase.

(j) Advertising of different types of jewelry in magazines.

104
 (k) Advertising of different qualities of jewelry on billboards.

(l) Direct mailing of jewelry ordered by consumers.

(m) Newspaper advertising of different designs of jewelry.

(n) Television advertising of different styles of jewelry.

4. Display of different types of television using various media highly

influenced sales.

(e) Continuous advertising.

(f) Display of various sizes of television in shops.

(g) Advertising of various designs on billboards.

(h) Advertising of new designs

However respondents disagreed that;

(c) Newspaper advertising of different qualities of television and

(d) Radio advertising influenced the sale of television

Hypotheses

Ho1 There was no significant difference between the mean responses of young

and adult proprietors of shopping goods on the influence of advertising

on the sale of men’s wears.

105
Ho2 There was no significant difference between the mean responses of male

and female proprietors of shopping goods on the influence of advertising

on the sale of woman’s wears.

Ho3 There was no significant difference between the mean responses of rural

and urban proprietors of shopping goods on the sales of jewelry.

Ho4 There was no significant difference between the mean responses of

retailers and wholesalers on the influence of advertising on the sale of

television.

Implications for Marketing Education

The findings of this study have positive implications for Marketing

Education

1. Proprietors of shopping goods would discover that it is beneficial to

advertise their products in order to increase patronage.

2. Consumers would be sensitized about the influence of watching

advertisement on shopping goods.

3. The more advertisement proprietors of shopping goods carry out the

more sales they make and the more companies producing shopping

goods would increase productions, thereby creating employment for

the people and reducing unemployment.

106
4. Students of business education would learn more on the influence of

advertising on the sale of shopping goods and they would able to

apply it in the world of work or to their personal business.

Conclusions

Based on the findings made, the following conclusions were drawn:

(a) Frequent advertising of different types of men’s wears influences sale

(b) Advertising of different colours, sizes and styles of women’s wears

also influences sale

(c) The use of various media to advertise jewelry influences sale

(d) Display of different sizes, designs of television attracts consumers to

buy and as a result influences sale.

Recommendations

Based on the findings of the study and the conclusion drawn, the

following recommendation were made.

1. Proprietors of shopping goods should always carry out proper timing

when advertising men’s wears so that they can get full attention of the

intended consumers.

2. Attractive images should be use by proprietors of shopping goods

always to convince consumers to buy women’s wears

107
3. Different designs, colours, sizes and types of jewelry should be

advertise by proprietors of shopping goods in order to attract

consumer’s attention

4. Proprietors of shopping good should display different sizes and brands

of televisions strategically so that they can look attractive, different and

unique.

5. Government at all levels should establish laws and polices that will

sanction any proprietors of shopping goods who use false hood in

advertising shopping goods

Suggestions for Further Study

The following areas have been suggested for further research.

1. Researchers should investigate into the influence of advertising on

convenience goods and specialty goods.

2. Similar research should be replicated in other states of the federation or

geo-political zone on the influence of advertising on the sale of shopping

goods.

108
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 Appendix I

Department of Vocational Teacher Education,

(Business Education Unit),
University of Nigeria, Nsukka.

2nd March, 2010.

_______________________

_______________________

____________________

Dear Sir,

REQUEST FOR VALIDATION OF A RESEARCH INSTRUMENT

I am a Postgraduate student of the Department of Vocational Industrial

Education, University Of Nigeria, Nsukka carrying out a study on Influence of

Advertising on the Sale of Shopping Goods in Bayelsa State.

Attached here with is a draft of the instrument. Could you please read

through the test items, vet the instrument for content, clarity and suitability for use

in collecting the items for the study. Specifically, you are requested to: Re-

ward/delete/add items as appropriate Make general comment or suggestion for

improving the instrument toward meeting the purpose of the study.

Thank you for your assistance.

Yours faithfully,

George, Comfort .C

Validator’s Name ____________________________________

Signature ____________________________________
Comments ____________________________________

115
 Appendix II

Department of Vocational Teacher Education

(Business Education Section)
University of Nigeria, Nsukka
Enugu State
9th February 2010

Dear Respondent,

REQUEST FOR COMPLETION OF QUESTIONNAIRE

I am a Post-graduate Student of the above named department, currently

conducting a research on “influence of advertising on the sale of shopping

goods in Bayelsa State.

The attached questionnaire is designed to provide the necessary

information for the study. The researcher requests your sincere opinion in

completing the questionnaire. Any information given by you shall be used for

the purpose of this study and shall be kept confidential.

Thanks for your anticipated sincere and honest responses.

Yours faithfully

George Comfort
Researcher

116
 Appendix III

QUESTIONNAIRE ON INFLUENCE OF ADVERTISING ON

THE SALE OF SHOPPING GOODS IN BAYELSA STATE

Section A: General Information

Please check ( ) or fill as applicable.

1.Age: 22-35 36 and above

2.Gender: Male Female

3.Location: Rural Urban

4.Specialisation: Retailer Wholesaler

Section B: Research Question 1

To what extent does advertising influence the sale of men’s wears in

Bayelsa state?

The statements below relate to the influence of advertising on the sale of

men’s wears. Please check () appropriately in the columns provided the

extent advertising influences advertising have on the sale of men’s wears.

Key:

Very strong influence (VSI) - 5

Strong influence (SI) - 4

Somewhat strong influence (SSI) - 3

Weak influence (WI) - 2

No influence (NI) - 1

117
S/N Item Statements VSI SI SSI WI NI
1 Frequent advertising influences the
number of units of men’s packet shirts
sold in shops.
2 Display of different colours of men’s
packet shirts on shelf attracts consumers’
attention and thereby influences them to
buy.
3 Advertising of various sizes of men’s
packet shirts on bill boards using
celebrities influences the sale of men’s
packet shirts.
4 A single exposure to advertisement on
different colours of men’s shoes
influences the sale of those shoes.
5 Frequent exposure of advertisement on
various brand of men’s shoes increases
consumers awareness of the availability of
different sizes, and in turn influences sale.
6 Advertising of several colours and sizes of
men’s shoes in magazines influences the
sale of men’s shoes.
7 Frequent advertising of different qualities
of men’s shoes remind the consumers
about the product availability and as a
result influence consumers to buy.
8 Display of men’s suits on stands in shops
attracts consumers’ attention and
influences them to buy.
9 Advertising of men’s suit on television
using models influences viewers to buy
which in turn increases sale.
10 Advertising that portrays unique qualities
of men’s suits influences consumers to
buy and thereby increases sale.

118
 Section C: Research Question 2
To what extent does advertising influence the sale of women’s wears
In Bayelsa state.
The statements below relate to the influence of advertising on the sale of
women’s clothing. Please check () appropriately in the columns provided the
extent advertising influences the sale of women’s wears.

Key:
Very strong influence (VSI) - 5
Strong influence (SI) - 4
Somewhat strong influence (SSI) - 3
Weak influence (WI) - 2
No influence (NI) - 1

VSI SI SSI WI NI

11 Display of different colours of women’s clothings in

magazines to remind consumers of its availability
influences the sale of women’s clothings.
12 Advertising the attractive properties of women’s
clothing’s influences the sale of women’s clothing’s.
13 Repetitive advertising of women’s clothing’s makes
the clothing very unique which in turn influences
sales.
14 Continuous advertising of different styles of ladies’
shoes influence their sale.
15 Advertising of various designs of ladies shoes in
newspapers influences sale.
16 Advertising of a particular brand of ladies shoes on
television influences sale.
17 Frequent advertising of different brand of ladies’
hand bags on radio encourages brand loyalty and

119
 consequently influences sales.
18 Advertising of various designs of ladies’ handbags
on billboards attracts consumers’ attention and as a
result influences sales.
19 Advertising of different qualities of ladies’ hand
bags influences the number of units of the product
sold.
2o Regular display of ladies’ hand bags on showcase
and strategic areas of the shop draws the attention of
customers and influences them to buy.

Section D: Research Question 3

To what extent does advertising influence the sale of jewelry in Bayelsa
State?
The statements below relate to the influence of advertising on the sale of
jewelry. Please check () appropriately in the columns provided the extent
advertising influences the sale of jewelry.
Key:
Very strong influence (VSI) - 5
Strong influence (SI) - 4
Somewhat strong influence (SSI) - 3
Weak influence (WI) - 2
No influence (NI) - 1
VSI SI SSI WI NI
21 Catchy and persuasive television
advertising draws consumers’ attention
to the jewelry advertised and influences
consumers to buy.
22 Well presented radio advertisement
attracts consumers’ attention and makes
them to buy jewelry always.
23 Display of various types of jewelry in a
show case attracts consumers’ attention
to buy which in influence sales.
24 Advertising of different types of
jewelry brand in magazines attract

120
 consumers’ attention and as well
influence them to buy which in turn
influences sale.
25 Advertising of different qualities of
jewelry on bill boards influence the sale
of jewelry.
26 Advertising of jewelry through radio
slogan and jingles influences sale.
27 Direct mailing of jewelry ordered by
consumers increases high level of
customer relationship and in turn
influence sale.
28 Newspapers advertising of different
designs of jewelry creates discontent in
the mind of consumers and in turn
influence sales.
29 Television advertising of different
styles of jewelry influences the sale.
30 Advertising special brand of jewelry
captures consumers’ attention and
influences consumers’ to buy.

Section E: Research Question 4

To what extent does advertising influence the sale of television in Bayelsa
State?
The statements below relate to the influence of advertising on the sale of
television. Please check () appropriately in the columns provided the extent
advertising influences the sale of television.

Key:
Very strong influence (VSI) - 5
Strong influence (SI) - 4
Somewhat strong influence (SSI) - 3
Weak influence (WI) - 2

121
 No influence (NI) - 1
31 Repetitive advertising draws consumers’ VSI SI SSI WI NI
attention to the different types of
television and influence sale
32 Advertising of different types of
television on radio influence consumers
to buy which also influence sale.
33 Display of various sizes of televisions in
the shops draws consumers attention
and influence them to buy and in turn
increase sale.
34 Advertising of different brands of
televisions makes consumers more
inquisitive to buy and influence sale.
35 Advertising of different shapes of
televisions in shops influences the sale
of television.
36 Advertising of various designs of
televisions on bill boards motivates
consumers’ interest to buy and in turn
influence sale.
37 Frequent advertising of new designs of
televisions in magazines influences the
purchase of new ones.
38 Newspaper advertising of different
qualities of television in order to build
positive business image influences sale.
39 Radio advertising of television
influences consumers to buy.
40 Advertising of the attractive properties
of different sizes of television
influences consumers to buy which in
turn increases sales.

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